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Digital Marketing
Strategy, Planning & Disruption
Third Edition
- Annmarie Hanlon - University College London
Additional resources:
March 2025 | 488 pages | SAGE Publications Ltd
Your complete and accessible guide to all aspects of digital marketing, from tools and channels to strategy, planning and marketing management. This fully updated third edition explores the application of AI in marketing, how digital disruption leads to transformation, and the Metaverse and its different realities. It also highlights the UN Sustainable Development Goals in each chapter and how these apply to marketing.
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.
Looking for a step-by-step guide to creating a digital marketing plan? Save by buying Digital Marketing with Annmarie Hanlon's Digital Marketing Planner.
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.
Looking for a step-by-step guide to creating a digital marketing plan? Save by buying Digital Marketing with Annmarie Hanlon's Digital Marketing Planner.
Part 1: Digital Marketing Essentials
Chapter 1: The Digital Marketing Environment
Chapter 2: The Digital Consumer
Part 2: Digital Marketing Tools and Channels
Chapter 3: Content and Email Marketing
Chapter 4: Websites, SEO and Paid Adverts
Chapter 5: Social Media Marketing
Chapter 6: Online Communities
Chapter 7: Mobile Marketing
Chapter 8: Marketing in the Metaverse
Part 3: Digital Marketing Strategy and Planning
Chapter 9: Digital Marketing Audit
Chapter 10: Digital Marketing Strategy and Objectives
Chapter 11: Building the Digital Marketing Plan
Part 4: Digital Marketing Management
Chapter 12: Managing Resources and Reporting
Chapter 13: Digital Marketing Metrics and Analytics
Chapter 14: Digital Marketing Disruption and Transformation
Supplements
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For Lecturers:
• Editable PowerPoint slides will allow you to easily integrate each chapter into your lessons and provide access to figures and tables from the book.
• Testbank of multiple-choice questions will help you test students’ knowledge and understanding of the materials.
• Teaching Guide containing lesson plans, discussion questions and exercises.
For Lecturers:
• Editable PowerPoint slides will allow you to easily integrate each chapter into your lessons and provide access to figures and tables from the book.
• Testbank of multiple-choice questions will help you test students’ knowledge and understanding of the materials.
• Teaching Guide containing lesson plans, discussion questions and exercises.
Click for webinars
In this webinar, Dr Annmarie Hanlon delves into the integration of ethical AI in marketing education and how digital disruption is driving transformative change. She will also share insights and examples from the latest edition of her bestselling book, Digital Marketing.
In this webinar, Dr Annmarie Hanlon delves into the integration of ethical AI in marketing education and how digital disruption is driving transformative change. She will also share insights and examples from the latest edition of her bestselling book, Digital Marketing.
Click for promotional video
Discover Annmarie Hanlon's latest guide to digital marketing, covering AI, digital disruption, the Metaverse, and the UN Sustainable Development Goals. With global case studies, ethical insights, and practical skills, this book is essential for students and practitioners alike.
Discover Annmarie Hanlon's latest guide to digital marketing, covering AI, digital disruption, the Metaverse, and the UN Sustainable Development Goals. With global case studies, ethical insights, and practical skills, this book is essential for students and practitioners alike.
Click for blog post
In this Q&A session, Dr. Hanlon tackles your most pressing questions about navigating digital marketing in the age of AI. We delve into her insights, exploring the possibilities, challenges, and future of AI-driven marketing strategies, as well as the evolving opportunities and complexities of teaching this subject.
In this Q&A session, Dr. Hanlon tackles your most pressing questions about navigating digital marketing in the age of AI. We delve into her insights, exploring the possibilities, challenges, and future of AI-driven marketing strategies, as well as the evolving opportunities and complexities of teaching this subject.
Click for blog post
Celebrate Sage's 60th Anniversary
'Libraries are like sweets shops for me': How I got started on my author journey by Dr Annmarie Hanlon
Celebrate Sage's 60th Anniversary
'Libraries are like sweets shops for me': How I got started on my author journey by Dr Annmarie Hanlon
Content are up to date. Excellent use of digital frameworks to build expertise around the subject matter. Instructions are clear and easy to understand.
Department of Business, Newcastle College
May 13, 2025
Addresses and explains really current digital marketing trends such as SEO and paid ads which is relevant for the students' work-related learning.
York Business School, York St John University
May 8, 2025
updated with very contemporary brand examples. simplicity.
Brunel Business School, Brunel University
June 10, 2025
