Digital Marketing
Strategy, Planning & Disruption
- Annmarie Hanlon - Cranfield University
With an excellent blend of theory, research, practice and application, key features include:
• New case studies from a range of global organizations from 20 countries, including Back Market, Spotify and Nykaa.
• A new running case study throughout the book which looks at Uber.
• Ethical Insights which highlight responsible marketing and support PRME.
• Professional Skills which address employability.
• Discover More and Digital Tools text boxes.
• Activities, exercises and Smartphone Sixty Seconds® icebreakers which help students apply their understanding of each chapter.
Essential reading for all students and practitioners of digital marketing.
Supplements
This edition is good. The amount and diversity of ped activities is what I think makes this book great. With the workbook we have all that we need for our extended course in skill-based experience of planning and implementing a digital marketing plan.
It is a very helpful and comprehensive book on Digital Marketing Strategy, that could improve on the link between Strategy and Implementation and Academic Information & Practical Information. Include more visuals like pictures, tables and figures for better comprehension and learning.
Cross refence more between chapters and perhaps refer also to digital resources more.
Some further changes to get the structure of the 2nd edition right, and some reinforcement of technical chapters are warranted. But more importantly, it is really paramount to reinforce throughout the book the link with relevant academic research. It’s not there yet and even the recommended journals are oddly appointed vs. the current scholarly debate around key topics.
The contents of the chapters are well selected. The language is easy to understand for a variety of students. I would expect more visual examples in all chapters as the students link the topic easier when they see real life examples. The learning features are well thought but they might be intrusive if they are used a lot in the chapters. The chapter structure & design can be revisited to make the sections more consistent (some chapters have too many subheadings while some chapters rely on long paragraphs). The figures could be more professionally designed.