MGMT 429 Hickman

This book focuses on utilizing destination branding and content marketing for sustainable growth and competitive advantage within the tourism and hospitality industry, including tools and techniques for travel branding and best practices for better tourism management strategies.

The Digital Marketing Handbook takes the reader step by step through the various components of B2B and B2C online marketing and is an essential companion to every marketer's desk. Highly practical in approach, it features tips, platform recommendations and common pitfalls to watch out for, as well as examples from global brands including Google and Amazon. Detailed guidance is provided for key areas such as creating content that excites, informs and converts, using marketing automation and analysing your results to maximize performance.

This book explores the intersection of digital methods and consumer culture, providing research strategies and techniques for understanding the role of digital platforms in shaping contemporary consumer behavior. It examines the impact of digital environments on consumer practices, identities, and social relations, highlighting phenomena such as influencer marketing, brand communities, and the influence of algorithms. The book aims to fill a gap in digital methods studies by focusing on consumer culture, which is a key aspect of the digital landscape. It is intended for scholars and researchers in fields such as sociology, marketing, and new media studies.