Contents - Digital Marketing Management, Second Edition [Book]

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Contents

Acknowledgments

Part I Foundations

Chapter 1How Did We Get Here? Definitions and Background

Chapter 2Creating the Strategic Digital Marketing Objective

Chapter 3Web and Mobile Design

Part II Delivery

Chapter 4Search Engine Marketing

Chapter 5E-mail Marketing

Chapter 6Content Marketing, Social Media and The Role of Mobile

Part III Context

Chapter 7Customer Relationship Management (CRM) and the Role of Leadership in Digital Marketing

Chapter 8Legal Issues: Data Privacy, Security, and Intellectual Property

Chapter 9The Customer Database, Analytics, and the Data-Driven Organization

Chapter 10Managing the Digital Marketing Enterprise in a World of Marketing Automation

Chapter 11Concluding Thoughts

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