Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement

《数字品牌：完整的指导战略，策略，工具和评估》

介绍：本书作者Daniel Rowles有着丰富的数字营销从业经验，这是亚马逊上的另一本五星级书籍，其核心营销途径如内容营销、社交媒体、搜索引擎优化和网络分析等，为品牌规划、身份识别、渠道选择和衡量活动的有效性提供了一个强有力的框架。

Marketing 4.0: Moving from Traditional to Digital

《营销4.0:从传统走向数字化》

介绍：营销的形式以及永远地被改变了，这就营销4.0时代。这本书是由世界上主要的市场营销官员联合撰写，它能让你学会在联系日益紧密的世界中通过技术达成销售目的，并改变消费格局，更有效地接触更多的客户。

Digital Marketing Strategy: An Integrated Approach to Online Marketing

《数字营销策略:在线营销的综合方法》

介绍：学生们可以通过这本学到数字营销策略的选择，调整和处理数字营销的渠道和活动。这本书提供了清晰的教学结构。

Webs of Influence: The Psychology of Online Persuasion

《网络影响力:网络说服的心理学》

介绍：这本书将向你展示如何应用特定的原则来加强你的网络营销能力，让你更有意义地接触到你的客户，最终通过基于心理学的说服技巧来加强你的营销。

Digital Marketing

《数字营销》

介绍：这是由Dave Chaffey和Fiona Ellis-Chadwick编写的《数字营销》第七版，为使用互联网、数字媒体和营销技术实现综合多渠道营销目标的所有要素提供了最广泛的指南。

The Clarity Project: The 4-step system to simplifying your sales message and attracting more clients online

《清晰计划:简化销售信息和吸引更多在线客户的4步计划》

介绍：本书主要帮助那些不确定在进行数字营销时应该从哪里开始的公司和销售人员，利亚姆·汤普森在一个循序渐进的系统中理清了行话。

Permission Marketing

《许可式营销》

对于数字营销人员来说，这本书代表着这个行业真正的开始。“许可式电子营销”的概念在今天看来是老生常谈的，但在1999年却是开创性的。这一切都源于这本书的作者赛斯。

Social Media ROI

《社交媒体ROI》

介绍：这本书充满了实用的解决方案，揭开了社交媒体商业的神秘面纱。对于任何试图在“传统”商业环境中推销社交媒体策略的人来说，这都是一个宝贵的工具。

大众传媒的兴起和营销观念的改变

http://ondigitalmarketing.com/learn/odm/foundations/social-network-theory-and-metcalfes-law/

https://ondigitalmarketing.com/learn/odm/

https://ondigitalmarketing.com/learn/odm/foundations/why-consumers-endure-broadcast-advertising/

网络世界的法则

http://ondigitalmarketing.com/learn/odm/foundations/social-network-theory-and-metcalfes-law/

http://ondigitalmarketing.com/learn/odm/foundations/social-network-analysis-for-predicting-growth/

http://ondigitalmarketing.com/learn/odm/foundations/moores-law-technology-growth-rate/

http://ondigitalmarketing.com/learn/odm/foundations/metcalfes-law-moores-law-scaling-social-networks/

网络营销研究基础

http://ondigitalmarketing.com/learn/odm/research/using-design-thinking-in-digital-experiences/

http://ondigitalmarketing.com/learn/odm/research/example-user-persona/

http://ondigitalmarketing.com/learn/odm/research/researching-your-user-and-industry/

如何与客户进行数字沟通

http://ondigitalmarketing.com/learn/odm/research/segmenting-customers-for-digital-marketing/

http://ondigitalmarketing.com/learn/odm/research/social-media-users/

http://ondigitalmarketing.com/learn/odm/research/social-media-engagement/

搜索引擎介绍

http://ondigitalmarketing.com/learn/odm/research/history-of-search-engines/

http://ondigitalmarketing.com/learn/odm/research/how-search-engines-work/

http://ondigitalmarketing.com/learn/odm/research/how-google-ranks-pages/

搜索引擎优化方法

http://ondigitalmarketing.com/learn/odm/research/what-is-the-long-tail/

http://ondigitalmarketing.com/learn/odm/research/why-the-long-tail-exists/

http://ondigitalmarketing.com/learn/odm/research/10-steps-to-better-keyword-brainstorms/

http://ondigitalmarketing.com/learn/odm/research/how-to-do-brand-first-impressions-research-for-digital/

http://ondigitalmarketing.com/learn/odm/research/how-to-do-seo-keyword-research/

搜索引擎优化竞争力研究

http://ondigitalmarketing.com/learn/odm/research/how-to-use-google-trends-for-seo/

http://ondigitalmarketing.com/learn/odm/research/how-to-research-competitive-site-traffic-and-social-engagement/

http://ondigitalmarketing.com/learn/odm/research/online-marketing-research-framework/

数字化销售战略

http://ondigitalmarketing.com/learn/odm/strategy/learn-digital-marketing-strategy/

http://ondigitalmarketing.com/learn/odm/strategy/understanding-profitability-and-marketings-role/

http://ondigitalmarketing.com/learn/odm/strategy/marketing-as-the-driver-for-customer-insights/

http://ondigitalmarketing.com/learn/odm/strategy/example-of-an-effective-online-strategy/

在线和社交媒体营销活动开展

http://ondigitalmarketing.com/learn/odm/execution/preparing-for-executing-digital-campaigns/

http://ondigitalmarketing.com/learn/odm/execution/how-to-do-website-wireframes/

http://ondigitalmarketing.com/learn/odm/execution/why-blogging-matters-for-online-marketing/

http://ondigitalmarketing.com/growing-website-traffic-with-paid-owned-and-earned-media/

http://ondigitalmarketing.com/learn/odm/execution/how-to-think-about-website-traffic/

数字营销的评估和分析

http://ondigitalmarketing.com/learn/odm/online-analytics/clickstream-data-analysis/

http://ondigitalmarketing.com/learn/odm/online-analytics/web-page-analytics-explained/

http://ondigitalmarketing.com/learn/odm/online-analytics/understanding-basic-analytics-and-metrics/

http://ondigitalmarketing.com/learn/odm/online-analytics/what-is-a-bounce-rate/

http://ondigitalmarketing.com/learn/odm/online-analytics/example-of-basic-web-metrics-applied-for-a-blog/

http://ondigitalmarketing.com/learn/odm/online-analytics/defining-kpis-and-measuring-with-online-analytics/

数字营销内容复杂，既要求学生对营销战略何销售心理等理论性知识有所了解，同时还要求学生有一定的数理能力，能够掌握最新数字化营销工具，具体学习起来还是相当有挑战性的。以上内容只供有兴趣的同学了解该专业所涉及的大概内容，如果同学们有申请专业时的具体疑问可与安云老师联系。

（部分书籍的pdf版本可关注公众号于后台获取）