The Internet has transformed how businesses conduct their activities and how consumers go about buying products. This textbook aims to provide a way of conceptualizing how to do marketing online and a strategic framework to do so.

Summary of Contents Page:

Introduction

Acknowledgments

List of Figures

• Introduction to Digital Marketing

• Understanding the Digital Consumer

• Planning for a Digital Marketing Campaign

• Introduction to Digital Strategy

• Reach: Generating Awareness and Attracting Visitors

• Act: Creating Content

• Act: Lead Generation and Lead Nurturing

• Convert: Conversion Optimization

• Engage: Building Loyalty and Co-Creating With Customers

About the Author

Versioning History

Appendix: Text Descriptions of Figures

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The newly updated edition - based on Quirk's unique Think, Create, Engage, Optimise structure and processes - includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice. 

Contents Page:

PART ONE: Think

Chapter 1 Strategy and context

Chapter 2 Understanding customer behaviour

Chapter 3 Data driven decision making

Chapter 4 Market research

PART TWO: Create

Chapter 5 User experience design

Chapter 6 Web development and design

Chapter 7 Mobile channels and apps

    Chapter 8 Search engine optimization (SEO)

Chapter 9 Digital Copywriting

Chapter 10 eCommerce

PART THREE: Engage

Chapter 11 Search advertising

Chapter 12 Online advertising

Chapter 13 Social media advertising

PART FOUR: Retain

    Chapter 14 Customer relationship management

Chapter 15 Content marketing strategy

Chapter 16 Social media platforms

Chapter 17 Social media strategy

Chapter 18 Direct marketing: email and mobile

Chapter 19 Video marketing

PART FIVE: OPTIMISE

Chapter 20 Conversion optimization

Chapter 21 Data analytics

APPENDIX

Chapter 22 Appendix: Understanding the Internet

About the author:

Rob Stokes earned his Business Science Degree at the University of Cape Town and is the 2009 Bookmarks Winner for the Best Individual Contribution to Digital award. His Marketing Honors Thesis, which focused on the topic of email marketing, led to development of the company Quirk eMarketing, which he currently is the CEO of. He is considered to be an eMarketing specialist and he lectures on Internet Marketing at the University of Cape Town, Red & Yellow School of Advertising and Cape Peninsula University of Technology. He also holds various workshops and presentations on eMarketing across the globe. 

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This updated edition of Marketing Management and Communications in the Public Sector provides a thorough overview of the major concepts in public sector marketing and communications, two fields that have continued to grow in importance for modern public administrations. With extended coverage of topics such as social marketing and institutional communication, the authors skilfully build on the solid foundations laid down in the previous edition. 

Replete with real-world case studies and examples, including new material from the USA, Australia, and Asia, this book gives students a truly international outlook. Additional features include exercises and discussion questions in each chapter and an illustrative extended case study. This refreshed text is essential reading for postgraduate students on public management degrees, and aspiring or current public managers.

The Open Access version of this book, available at http://www.taylorfrancis.com/books/e/9781315622309 , has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.

Contents Page:

Part I

• Ch. 1: Public management and marketing

• Ch. 2: Marketing and public marketing

Part II

• Ch. 3: Basic marketing concepts

• Ch. 4: Marketing information research

• Ch. 5: Marketing strategy

• Ch. 6: Marketing instruments

Part III

• Ch. 7: Public communications – an introduction

• Ch. 8: Communications models and strategies

• Ch. 9: Communications instruments

• Ch. 10: Communication control

• Ch. 11: Crisis communication

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Marketing to South African Consumers provides core introductory marketing theory underpinned by a contemporary and localised South African perspective. South Africa has a unique hybrid economy with strong formal and informal economies co-existing in a deeply unequal society. This textbook maintains a classic view of marketing theory, but is written with a focus on consumer behaviour. It provides a unique contribution to the marketing textbook landscape, in that it is written by marketing academics, professionals and students, and is focused on making local context a central reference rather than a peripheral addition. 

The textbook is relevant to any marketer or business owner who would like to gain more understanding of marketing in general and South African consumers in particular.

Contents Page:

Preliminary Pages

Part 1: Marketing and Marketing Strategy

• Ch. 1: What is Consumer Marketing?

• Ch. 2: The Role of Marketing in Delivering Corporate Strategy

• Ch. 3: Sustainability in Consumer Marketing

• Ch. 4: The Marketer's Micro-Environment

Part 2: The South African Consumer's World

• Ch. 5: The South African Consumer Landscape

• Ch. 6: The South African Retail Landscape

• Ch. 7: The South African Media Landscape

• Ch. 8: The South African Macro-Environment

Part 3: Consumer Behaviour

• Ch. 9: Drivers of Consumer Behaviour

• Ch. 10: Consumer Decision-Making

Part 4: Consumer Marketing Strategy

• Ch. 11: Market Segmentation and Targeting

• Ch. 12: Positioning and Branding

Part 5: Consumer Marketing Tactics (Strategy Implementation)

• Ch. 13: Product Tactics

• Ch. 14: Pricing Tactics

• Ch. 15: Place (Distribution) Tactics

• Ch. 16: Promotion Tactics (Integrated Marketing Communications)

Part 6: Marketing Intelligence (Feedback Loop)

• Ch. 17: Market Metrics: The Strategy Feedback Loop

• Ch. 18: Market Research and Consumer Insights

Part 7: Tools for Achieving Competitive Advantage

• Ch. 19: Vital Skills for Modern Day Consumer Marketers

• Ch. 20: Digital Marketing Techniques

• Ch. 21: Constructing a Basic Marketing Plan

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Principles of Marketing teaches the experience and process of actually doing marketing - not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment: Service dominant logic, sustainability, ethics and social responsibility, global coverage, and metrics.

Contents Page:

Introduction

I. Chapter 1: What is Marketing?

II. Chapter 2: Strategic Planning

III. Chapter 3: Consumer Behavior: How People Make Buying Decisions

IV. Chapter 4: Business Buying Behavior

V. Chapter 5: Market Segmenting, Targeting, and Positioning

VI. Chapter 6: Creating Offerings

VII. Chapter 7: Developing and Managing Offerings

VIII. Chapter 8: Using Marketing Channels to Create Value for Customers

IX. Chapter 9: Using Supply Chains to Create Value for Customers

X. Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence

XI. Chapter 11: Integrated Marketing Communications and the Changing Media Landscape

XII. Chapter 12: Public Relations, Social Media, and Sponsorships

XIII. Chapter 13: Professional Selling

XIV. Chapter 14: Customer Satisfaction, Loyalty, and Empowerment

XV. Chapter 15: Price, the Only Revenue Generator

XVI. Chapter 16: The Marketing Plan

Appendix

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