附註:Includes bibliographical references and index.
Introduction; Digital marketing and customer consent; Planning marketing campaigns; Building trusting relationships with customers; Managing customer information; Sustaining customer relationships; Digital customer service; How to fragment digital media constructively; Adding value by measuring and managing the return on investment in customers; Marketing to digital communities; Conclusion; Further reading; Index.
摘要:"So what is digital marketing? In this book, Will Rowan shows that digital marketing is more than simply adding a Web site address to TV commercials or sending customers service text messages. He explores the lessons learnt from dot.com survivors, and examines how digital networks are rapidly changing traditional marketing principles and practices, and how they are becoming integral to any successful marketing plan."--Jacket.
