Digital Marketing Strategy, Best Practice and Integration

As a subject, digital marketing is most commonly associated with marketing communication and content, however in the current hyper-connected world the reality is that the scope of digital marketing extends far beyond channel strategy. Digital Marketing helps readers expand their understanding beyond the traditional "content + channel" approach, and appreciate the extent to which digital marketing impacts the entire organisation. Digital Marketing combines rigorous academic research and practice with industry based learning, cross-cultural case studies, and a complete range of 'off the page' digital resources linking to video platforms that showcase expanded examples and case studies. Through this unique blend of theory, practice and digital resource, Digital Marketing will demonstrate how to integrate digital strategy with marketing management as an organisational function, and not only as a communication strategy.

Neil Kelley is Course Director and Senior Lecturer for the Marketing subject group at Leeds Beckett University. He is also a Senior Examiner for modules on Digital Marketing and Mobile Marketing at the Chartered Institute of Marketing (Digital Marketing & Mobile Marketing), and is on the judging panel for the CIM Marketing Excellence Awards.Andy Lima is a lecturer in marketing at Leeds Beckett University where he teaches Digital Marketing, Corporate Management & Innovation and Entrepreneurship at both undergraduate and postgraduate level. He also teaches CIM Digital Strategy (Level 6), CIM Digital Marketing (Level 4), and CIM Mastering Metrics (Level 6).

Demonstrates how digital marketing adds value to an entire organisation, by showing readers how to integrate digital marketing strategy as part of a wider organisational function