Digital and Social Media Marketing: A Results-Driven Approachis an exciting new industry-led, research-informed and results-driven guide to digital commerce. Its examples draw from SMEs and from Europe to offer a unique perspective for those learning about digital marketing and, having been developed in close collaboration with the Search Engine Marketing Trade Association (SEMTA), it is a reliable source of prevailing industry standards for practitioners at the cutting edge of their trade.
Unlike other digital marketing texts, this accessible textbook gives special consideration to the ethical challenges raised by an increasingly digital world. Equally unique is the book's Digital Business Maturity Model, which offers organisations a clear roadmap for understanding their relative levels of technology adoption.
Embracing the true spirit of Digital and Social Media Marketing, the book will be the first of its kind in this field with digital learning materials, case studies and exercises available in a supporting Massive Open Online Course (MOOC). The MOOC will enhance learners' experience and create an interactive international learning community.
The book will provide a hands on, accessible and user friendly platform to turn skills and knowledge into strategic advantage. Ideal for postgraduate learners, instructors interested in providing a unique and up-to-date learning experience and for SMEs and practitioners aiming to be at the cutting edge of Digital and Social Media Marketing.
This practical handbook offers indepth coverage of the role of drop shipping in today's marketplace. The book analyzes carefully the advantages and disadvantages of this process from the perspectives of the many different users and providers of drop ship services. Useful, practical information is given, from packaging to storage costs. Forms of direct response advertising are also analyzed, such as mail order advertising techniques. The fundamental drop shipping relationship between manufacturers and middlemen is examined and applied to the diverse needs of the importer, distributor, wholesaler, retailer, and in particular, the mail order direct marketer. The types of industrial and consumer goods that are or should be drop shipped are listed, and the reader is provided with methods for contacting U.S. drop shippers. Drop Shipping as a Marketing Function, with its focus on both analysis and practical application, is invaluable as a guide for anyone implementing or expanding the use of drop shipping as a marketing function.
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