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The Smart Insights interview: Nick Dutch, Definitions – what are digital marketing and, The growing range of digital marketing platforms 12, Introduction to digital marketing strategy 16, Key features of digital marketing strategy 16, What is the difference between e-commerce, Challenges in developing and managing digital marketing, A strategic framework for developing a digital marketing, Introduction to digital marketing communications 29, The relationship between digital and traditional, The key types of digital media channels 32, Different types of social media marketing tools 34, Key challenges of digital communications 43, Key communications concepts for digital marketing 43, eBay thrives in the global marketplace 46, Situation analysis for digital marketing 56, The Smart Insights interview: Michael Welch of, Online consumer behaviour and implications for, The shape and nature of online competitive markets 88, Boo hoo – learning from the largest European, The Smart Insights interview: Fred Bassett of, A short introduction to Internet technology 123, Infrastructure components of the Internet 126, Text information – HTML (Hypertext Markup Language) 127, Text information and data – XML (eXtensible Markup, Graphical images (GIF, JPEG and PNG files) 128, Animated graphical information (Flash and plug-ins) 128, The difference between the Internet, intranets, Web application frameworks and application servers 129, Approaches to developing secure systems 133, Assessing the marketing value of technology innovation 139, International market growth and emerging economies 143, Legal activities can be considered unethical 147, Environmental and green issues related to Internet usage 165, Digital marketing strategy as a channel marketing strategy 178, The scope of digital marketing strategy 179, The Smart Insights interview: Sajjad Bhojani, The need for an integrated digital marketing strategy 184, How to structure a digital marketing strategy 186, Stage models of the digital marketing capability 193, Setting goals and objectives for digital marketing 196, Strategy formulation for digital marketing 208, Decision 1: Market and product development strategies 210, Decision 2: Business and revenue models strategies 213, Decision 3: Target marketing strategy 215, Decision 4: Positioning and differentiation strategy, Decision 5: Customer engagement and social, Decision 6: Multichannel distribution strategy 225, Decision 7: Multichannel communications strategy 228, Decision 8: Online communications mix and budget 231, Decision 9: Organisational capabilities (7S framework), Assessing different Internet projects 236, Tesco online development strategy supports, The Smart Insights interview: Roberto Hortal 252, 1 Options for varying the core product 256, 2 Options for offering digital products 257, 3 Options for changing the extended product 258, 5 Velocity of new product development 260, 3 New pricing approaches (including auctions) 274, 4 Alternative pricing structure or policies 276, People, process and physical evidence 285, Spotify streaming develops new revenue models 290, ‘Right touching’ through developing online, The ‘emotionally unsubscribed’ email list members 320, Personalisation and mass customisation 322, The relationship between satisfaction and loyalty 325, Differentiating customers by value and engagement 328, Recency–frequency–monetary value (RFM) analysis 335, Product recommendations and propensity modelling 340, Customer experience – the missing element, Dell gets closer to its customers through, Creating effective digital experiences 356, The Smart Insights interview: Ben Jesson and, Karl Blanks of agency Conversion Rate Experts 360, Planning website design and redesign projects 362, Who should be involved in a website project? , email and social media Publisher Pearson ( Old Edition ) book reviews & author details more. 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