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dc.contributor.authorPiñeiro Otero, Teresa
dc.contributor.authorMartínez Rolán, Luis Xabier 
dc.date.accessioned2016-08-18T11:41:35Z
dc.date.available2016-08-18T11:41:35Z
dc.date.issued2016
dc.identifier.citationEn Machado, Carolina, Davim, Paulo J. (Eds.) Theory and application of business and management principles (37-74)spa
dc.identifier.isbn9783319282794
dc.identifier.urihttp://hdl.handle.net/11093/395
dc.description.abstractThis chapter provides a technical outline of the basics of online mar- keting. The outline includes an introduction to digital marketing and strategic planning and development. Our contribution offers theoretical and practical insights relative to this growing marketing area, with information on the main areas for which online marketing is particularly suited: (1) the E-commerce section explores different business models and what techniques are used for their development; (2) Web Search Marketing focuses on SEO and SEM, as well as in keyword selection for optimisation; (3) E-mail Marketing offers interesting content to develop a successful newsletter; and (4) Social Media Marketing addresses plan- ning and the most important tools used to maximise communication through social media. In a nutshell, this chapter offers an overview of digital marketing and its strategies for an active and effective Web presence.spa
dc.language.isoengspa
dc.titleUnderstanding digital marketing basics and actionsspa
dc.typebookPartspa
dc.rights.accessRightsopenAccessspa
dc.publisher.departamentoComunicación audiovisual e publicidadespa
dc.subject.unesco5311.05 Marketing (Comercialización)spa
dc.contributor.editorLiteraryMachado, Carolina
dc.contributor.editorLiteraryDavim, Paulo J.
dc.date.updated2016-07-26T11:41:58Z
dc.computerCitationpub_title=Theory and application of business and management principles|volume=|start_pag=37|end_pag=74spa


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