Now in its third edition, Digital and Social Media Marketing provides a practice-led approach to digital marketing. This highly regarded textbook combines academic theory with practical examples from a range of different organisations worldwide to highlight techniques for the development and maintenance of a successful digital presence. The book’s customisable models offer organisations a way to decipher their current situation and plan a clear road map for developing a marketing strategy appropriate for the digital era.
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Join us online for a virtual gathering where we celebrate the release of this book.
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This rich and accessible textbook has been fully updated to reflect the current global landscape. The content of this third edition has been expanded to:
- consider the concept of GDPR as a sound framework for responsible marketing
- offer a greater focus on sustainable marketing throughout, linked to the UN Sustainable Development Goals
- place emphasis on the importance of crisis and reputation management
- explore the latest material in big data, data management and data privacy
- cover the latest in martech trends, particularly related to automation, machine learning and artificial intelligence
- provide new case studies from China, India, Nigeria and across Asia, alongside student activities and questions designed to improve learning outcomes
This textbook provides a hands-on, user-friendly platform to turn skills and knowledge into a strategic advantage. It is ideal for advanced undergraduate, postgraduate and executive students of digital marketing and marketing strategy, as well as for practitioners aiming to be at the cutting edge of digital and social media marketing. Online resources include PowerPoint slides and a test bank.
Heinze, A., Fletcher, G., Cruz, A., & Fenton, A. (Eds.). (2025). Digital and Social Media Marketing: A Results-Driven Approach (3rd ed.). Routledge. https://doi.org/10.4324/9781003372189
First Published 2024/ 2025
Pub. LocationLondon
DOI: https://doi.org/10.4324/9781003372189
Pages 386
eBook ISBN9781003372189
Subjects: Marketing, Economics, Finance, Business & Industry
TABLE OF CONTENTS
chapter 0|22 pages
A visual introduction to marketing in a digital era
ByGordon FletcherAbstract Get Access
chapter 1|28 pages
Navigating global challenges
ByRomas Malevicius, Aleksej Heinze, Alexandra CoustonAbstract Get Access
chapter 2|22 pages
Unleashing growth with stakeholder-centric perspectives
ByAna Cruz, Aleksej Heinze, Milanka SlavovaAbstract Get Access
chapter 3|18 pages
Horizon scanning for insights
ByAleksej Heinze, Ana Cruz, Milanka SlavovaAbstract Get Access
chapter 4|20 pages
Developing a stakeholder value persona
ByAna Cruz, Aleksej HeinzeAbstract Get Access
chapter 5|17 pages
The marketing landscape
Strategy and business models
ByAna Cruz, Aleksej HeinzeAbstract Get Access
chapter 6|18 pages
SMART evidence-based decision-making
ByQuentin Isselé, Aleksej Heinze, Alex FentonAbstract Get Access
chapter 7|16 pages
The combined power of qualitative and quantitative insights
ByQuentin Isselé, Aleksej Heinze, Alex FentonAbstract Get Access
chapter 8|20 pages
Crafting projects and planning campaigns
ByAnna TarabaszAbstract Get Access
chapter 9|15 pages
Engaging stakeholders with captivating content
BySophie Iredale, Aleksej Heinze, Martin J WilliamsAbstract Get Access
chapter 10|20 pages
Building an irresistible digital presence
ByAna Cruz, Stelios KaratzasAbstract Get Access
chapter 11|12 pages
The art of influencer marketing
ByAna Cruz, Alex Fenton, Alexander ChristovAbstract Get Access
chapter 12|21 pages
SEO strategy for a digital presence
ByAleksej Heinze, Montserrat CanoAbstract Get Access
chapter 13|24 pages
Using search engine optimisation to build trust
ByAleksej Heinze, Montserrat CanoAbstract Get Access
chapter 14|17 pages
Orchestrating social media optimisation
ByAlex Fenton, Wasim Ahmed, Maxwell KimamoAbstract Get Access
chapter 15|18 pages
Demystifying paid advertising
ByElena Vitkauskaitė, Didier MayeurAbstract Get Access
chapter 16|18 pages
Curating on-the-go experience
ByMichael Ebia, Aleksej Heinze, Gordon FletcherAbstract Get Access
chapter 17|19 pages
Marketing to organisations in the digital era
ByAna Cruz, Anna TarabaszAbstract Get Access
chapter 18|15 pages
The future of marketing
ByGordon FletcherAbstract