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Digital Marketing in Practice

Design, Implement and Measure Effective Campaigns
By Hanne Knight and Lizette Vorster Larsen
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Brief Description
Learn how to create effective digital marketing campaigns, analyze competitor behaviour and implement strategies in a responsible way with the 2nd edition of this textbook for undergraduate and postgraduate students. Digital Marketing in Practice balances step-by-step practical coverage with academic theoretical context throughout to offer a... Read More
Format: Paperback / softback
$9599
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This textbook will show students how to develop, implement and evaluate effective digital marketing with coverage of the latest trends and considerations including AI and sustainability.

Book Hero Magic formatted this description to make it easier to read. While it's new and still learning, it may not be perfect - your feedback is welcome! Description

Learn how to create effective digital marketing campaigns, analyze competitor behaviour and implement strategies in a responsible way with the 2nd edition of this textbook for undergraduate and postgraduate students.

Digital Marketing in Practice balances step-by-step practical coverage with academic theoretical context throughout to offer a definitive and easy-to-understand resource. Exploring key definitions and best-practice for tools, channels and platforms including SEO, social media marketing, email marketing and online advertising, it shows how to create plans and set objectives, design digital marketing campaigns and evaluate their success for improvement.

Features include:

- New chapters on AI in digital marketing and phygital and experiential marketing

- Guidance on incorporating accountability, inclusivity and meaningful sustainability messaging

- New and extended material on advergaming, deinfluencing and accessibility in website design

- Interviews with industry professionals an real-world examples from PureSEO and the Met Office

- Key-term boxes, how-to guides, check lists and critical thought pieces

It is supported by online resources of lecture slides, self-test questions, group activities, worksheets, additional interactive examples and further resource links.

Book Details

INFORMATION

ISBN: 9781398624726

Publisher: Kogan Page Ltd

Format: Paperback / softback

Date Published: 03 January 2026

Country: United Kingdom

Imprint: Kogan Page Ltd

Edition: 2nd Revised edition

Audience: Tertiary education, Professional and scholarly

DIMENSIONS

Spine width: 15.0mm

Width: 170.0mm

Height: 240.0mm

Weight: 666g

Pages: 552

Collections

Business & Entrepreneurship Business Leadership & Management Business Strategy & Negotiation Hanne Knight Lizette Vorster Larsen Marketing & Sales Non-Fiction

About the Author

Hanne Knight is a lecturer in Marketing at the University of Plymouth, UK, specialising in sustainability communication and digital engagement. She also serves as an alternate delegate to the UK Department for Energy Security and Net Zero (DESNZ), helping bridge research and climate policy practice.. Lizette Vorster Larsen is Assistant Professor in Strategic Business Communications at Aarhus University, Denmark. Prior to this, she was Lecturer in Digital Marketing at Northumbria University, UK and has also previously held senior positions in professional practice.

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