the art and science of digital marketing and advertising Schultz, Alex creator text bibliography nyu 2025 First North American edition. monographic eng

print

xvii, 380 pages : illustrations, charts ; 25 cm Growth is good. But how do you achieve growth for your business in the digital age? Now, more than ever, there are a myriad of ways to achieve growth by marketing your business, large or small, using the tools available on the internet. There are any number of different channels and platforms, and a vast array of tools and mechanisms to advertise to your potential customers. How do you decide which is the best for your product or service? The answers are right here, thanks to Alex Schultz, the chief marketing officer of META. Alex's unparalleled expertise and experience is crystalised in this essential bible for digital marketing. He guides readers through the key principles for maximizing the impact of your marketing budget - whether you are working for a global corporation or running your own start-up. From understanding channels, to testing creative, to measuring incremental gains - Click Here is the book you need to read if you want to grow your business. -- Provided by publisher. Key Digital Marketing Terminology -- Introduction -- Part 1 : The Basics -- The North Star -- The Marketing Funnel -- Conversion – Understand It, Log It, Optimize It -- Targeting – How Do We Target the People We Want? -- Channels – Which Channels Will Be Most Effective? -- Creative – Which Creative Will Convince Those Folks to Click? -- Part 2 : The Infrastructure -- Measurement -- Marginal and Incremental Returns in Paid Channels -- Building the Team -- Working with Other Internal Business Groups -- Part 3 : The Channels -- Product-Led Channels -- Partner-Led Channels -- Search -- Social -- Part 4. Summing Up -- AI -- Parting Thoughts. Alex Schultz. "Originally published in the United Kingdom by Wildfire, an imprint of Headline Publishing Group Limited : October 2025"-- Title page verso. Includes bibliographical references (page 359) and index. Internet marketing Marketing en Internet Internet advertising Publicidad por internet Electronic commerce Management Comercio electrónico HF 5415.1265 S387c 2025 658.872 9780316597593 (hardcover) 0316597597 (hardcover) 2025940267 MLSOD 260603 20260702102405.0 24231234 eng