I hope that readers will find that this book does as it suggests in its title - it is a book on digital marketing that addresses the subject from a practical perspective.
Whilst strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, Digital Marketing - a Practical Approach provides a step-by-step guide to implementing the key aspects of online marketing.
Although primarily aimed at an academic market, the practical nature of the book means that it will be equally useful in both training and self-learning scenarios.
It was always my intention that the book's ethos would be to get down in the e-marketing trenches rather than standing back and taking a strategic point of view on the subject. This book is designed to be more practical in nature - addressing tactics, operational and functional issues in detail. This is in contrast to many other academic texts on the subject of digital marketing, which tend to concentrate on the strategy itself, rather than how that strategy is implemented at the digital coal-face.