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MAHESHWARI, Vish (2019) DIGITAL AND SOCIAL MEDIA MARKETING. In: Contemporary Issues in Marketing: Principles and Practice. Sage, p. 221. ISBN 9781526478887

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Abstract or description

The rise of digital technology over the past decade has changed the outlook for businesses
in the way they promote their brand, products and services and in how they engage with
their existing and prospective customers. The use of digital technology in marketing activities
is now a norm as businesses gain better customer interaction over a range of social media
platforms and websites. Digital marketing has a commonly used terminology that includes a variety of online communication channels such as social media marketing, search engine
marketing, email marketing and online advertising including paid and display advertising.
Digital marketing is carried out using multiple channels (along with traditional media such
as print and direct mail) as it supports better and quick identification of customer journeys
(Chaffey and Ellis-Chadwick, 2015).

Item Type: Book Chapter, Section or Conference Proceeding
Faculty: School of Business, Leadership and Economics > Business, Management and Marketing
Depositing User: Library STORE team
Date Deposited: 24 Jan 2020 12:14
Last Modified: 24 Feb 2023 13:58

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