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Digital Marketing
Strategy, Planning & Disruption
Third Edition
- Annmarie Hanlon - University College London
Additional resources:
April 2025 | 488 pages | SAGE Publications Ltd
Your complete and accessible guide to all aspects of digital marketing, from tools and channels to strategy, planning and marketing management. This fully updated third edition explores the application of AI in marketing, how digital disruption leads to transformation, and the Metaverse and its different realities. It also highlights the UN Sustainable Development Goals in each chapter and how these apply to marketing.
With an excellent blend of theory, research, practice and application, key features include:
• New case studies from a range of global organizations from 20 countries, including Back Market, Spotify and Nykaa.
• A new running case study throughout the book which looks at Uber.
• Ethical Insights which highlight responsible marketing and support PRME.
• Professional Skills which address employability.
• Discover More and Digital Tools text boxes.
• Activities, exercises and Smartphone Sixty Seconds® icebreakers which help students apply their understanding of each chapter.
Essential reading for all students and practitioners of digital marketing.
Looking for a step-by-step guide to creating a digital marketing plan? Save by buying Digital Marketing with Annmarie Hanlon's Digital Marketing Planner.
With an excellent blend of theory, research, practice and application, key features include:
• New case studies from a range of global organizations from 20 countries, including Back Market, Spotify and Nykaa.
• A new running case study throughout the book which looks at Uber.
• Ethical Insights which highlight responsible marketing and support PRME.
• Professional Skills which address employability.
• Discover More and Digital Tools text boxes.
• Activities, exercises and Smartphone Sixty Seconds® icebreakers which help students apply their understanding of each chapter.
Essential reading for all students and practitioners of digital marketing.
Looking for a step-by-step guide to creating a digital marketing plan? Save by buying Digital Marketing with Annmarie Hanlon's Digital Marketing Planner.
Part 1: Digital Marketing Essentials
Chapter 1: The Digital Marketing Environment
Chapter 2: The Digital Consumer
Part 2: Digital Marketing Tools and Channels
Chapter 3: Content and Email Marketing
Chapter 4: Websites, SEO and Paid Adverts
Chapter 5: Social Media Marketing
Chapter 6: Online Communities
Chapter 7: Mobile Marketing
Chapter 8: Marketing in the Metaverse
Part 3: Digital Marketing Strategy and Planning
Chapter 9: Digital Marketing Audit
Chapter 10: Digital Marketing Strategy and Objectives
Chapter 11: Building the Digital Marketing Plan
Part 4: Digital Marketing Management
Chapter 12: Managing Resources and Reporting
Chapter 13: Digital Marketing Metrics and Analytics
Chapter 14: Digital Marketing Disruption and Transformation
updated with very contemporary brand examples. simplicity.
Brunel Business School, Brunel University
drupal
Content are up to date. Excellent use of digital frameworks to build expertise around the subject matter. Instructions are clear and easy to understand.
Department of Business, Newcastle College
drupal
Addresses and explains really current digital marketing trends such as SEO and paid ads which is relevant for the students' work-related learning.
York Business School, York St John University
drupal
Content are up to date. Excellent use of digital frameworks to build expertise around the subject matter. Instructions are clear and easy to understand.
Department of Business, Newcastle College
May 13, 2025
Addresses and explains really current digital marketing trends such as SEO and paid ads which is relevant for the students' work-related learning.
York Business School, York St John University
May 8, 2025
updated with very contemporary brand examples. simplicity.
Brunel Business School, Brunel University
June 10, 2025
