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· 분류 : 외국도서 > 경제경영 > 전자상거래 (E-Commerce) > 인터넷 마켓팅
· ISBN : 9781119931959
· 쪽수 : 800쪽
· 출판일 : 2023-01-12
목차
Introduction 1
Book 1: Creating Your Digital Marketing Strategy 5
Chapter 1: Developing Your Overall Digital Strategy 7
Chapter 2: Grabbing Your Customer’s Attention 25
Chapter 3: Discovering Your Business Model and Brand 39
Chapter 4: Deciding which Marketing Campaign to Create 67
Chapter 5: Crafting Offers That Sell 81
Chapter 6: Planning B2B Campaign Success 103
Book 2: Understanding the Importance of the Customer Experience 119
Chapter 1: Interacting with Customer Data 121
Chapter 2: Uncovering Buyer Personas 131
Chapter 3: Structuring the Buyer’s Journey 147
Chapter 4: Embracing Sales Enablement 165
Book 3: Marketing Using Artificial Intelligence (AI) 175
Chapter 1: Transforming Digital Marketing Using Artificial Intelligence 177
Chapter 2: Using AI Tools to Maximize Customer Reach and Service 195
Book 4: Dipping into Content Creation 221
Chapter 1: Creating Your Content Plan 223
Chapter 2: Reviewing Content Types 237
Chapter 3: Understanding the Customer’s Intent 255
Chapter 4: Creating Content That Tells a Story 275
Chapter 5: Defining Your Content Framework Using Processes and Systems 285
Chapter 6: Targeting Content for Your B2B Audience 299
Book 5: Implementing Channel Promotions 323
Chapter 1: Identifying Paid, Earned, Shared, and Owned Media 325
Chapter 2: Using Search Marketing 339
Chapter 3: Using Social Bookmarks, News, and Share Buttons 363
Chapter 4: Considering Email Marketing 385
Book 6: Targeting Your Work with Influencers 411
Chapter 1: Communicating with Influencers 413
Chapter 2: Collaborating to Win 431
Chapter 3: Engaging Influencers Using the “Three Cs” 449
Chapter 4: Succeeding with Influencer Marketing 463
Chapter 5: Getting Creative 473
Chapter 6: Working with an Influencer Agency 481
Book 7: Meta/Facebook/Instagram Marketing 487
Chapter 1: Delving into Facebook Marketing 489
Chapter 2: Creating a Facebook Marketing Plan 511
Chapter 3: Advertising and Selling on Facebook 529
Chapter 4: Uniting Facebook with Other Social Media 541
Chapter 5: Getting into Instagram for Business Marketing 555
Chapter 6: Looking at Facebook Live 579
Book 8: Deploying Other Social Media 591
Chapter 1: Leveraging Social Media 593
Chapter 2: Working with Twitter 609
Chapter 3: Looking at YouTube 623
Chapter 4: Reviewing Pinterest 633
Chapter 5: Growing Your Business with TikTok 657
Chapter 6: Using Marketing Techniques on LinkedIn 681
Book 9: Analyzing Data for Success 697
Chapter 1: Looking Back at Your Business Model and Scaling your Brand 699
Chapter 2: Reassessing Your Strategy 715
Chapter 3: Reviewing Ongoing Improvement for B2B Marketing 723
Chapter 4: Achieving Maximum ROI 733
Index 743
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