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Digital Marketing: Strategic Planning & Integration

by Annmarie Hanlon

Student Resources

  • Templates
  1. The Digital Marketing Landscape
    • Further Reading
    • Weblinks
  2. The Digital Consumer
    • Further Reading
    • Weblinks
  3. The Digital Marketing Toolbox
    • Further Reading
    • Weblinks
  4. Content Formats
    • Further Reading
    • Weblinks
  5. Online Communities
    • Further Reading
    • Weblinks
  6. Mobile Marketing
    • Further Reading
    • Weblinks
  7. Augmented, Virtual and Mixed Reality
    • Further Reading
    • Weblinks
  8. Audit Frameworks
    • Further Reading
    • Weblinks
  9. Strategy, Objectives and Planning
    • Further Reading
    • Weblinks
  10. Building the Digital Marketing Plan
    • Further Reading
  11. Social Media Management
    • Further Reading
    • Weblinks
  12. Managing Resources
    • Further Reading
    • Weblinks
  13. Marketing Metrics, Analytics and Insights
    • Further Reading
    • Weblinks
  14. Improving, Integrating and Transforming Digital Marketing
    • Further Reading
    • Weblinks

Further Reading

Deepen your knowledge with carefully selected resources.

9.1: Weihrich, H. (1982) ‘The TOWS matrix: A tool for situational analysis’, Long Range Planning, 15 (2), pp. 54–66. doi: 10.1016/0024-6301(82)90120-0

Description: The original article which created the TOWS matrix

9.2: Bardhi, F. and Eckhardt, G.M. (2017) ‘Liquid Consumption’, Journal of Consumer Research, 44 (September). doi: 10.1093/jcr/ucx050

Description: Background to liquid consumption as a concept

9.3: Lamberton, C.P. and Rose, R.L. (2012) ‘When is ours better than mine ? A framework for understanding and sharing systems’, Journal of Marketing, 76 (July), pp. 109–125.

Description: Looks at collaborative consumption and includes a typology of sharing systems

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