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Full Description
Zahay/Labrecque/Reavey/Roberts' DIGITAL MARKETING FOUNDATIONS AND STRATEGY, 5th EDITION provides students with a comprehensive understanding of digital marketing. Using strategy concepts as its foundation helps students to easily translate material from other marketing and business courses into the practice of digital marketing. Chapters combine marketing theory and conceptual frameworks to provide students with a foundational understanding of digital marketing issue. DIGITAL MARKETING FOUNDATIONS AND STRATEGY FIFTH EDITION includes relevant updates on the impact of the COVID pandemic as well as trends in account-based marketing and Google algorithm updates. Regal and regulatory issues as well as AI and marketing automation are integrated throughout the text.
Contents
Part I: BUILDING THE FOUNDATIONS OF DIGITAL MARKETING. 1. The Digital Marketing Landscape. 2. The Supply Chain Becomes a Value Ecosystem. 3. Business Models and Strategies. 4. Supporting the Digital Customer Journey. 5. Measuring and Evaluating Digital Marketing Programs. Part II: CREATING VISIBILITY AND ATTRACTING CUSTOMERS. 6. Building an Effective Online Presence Through Web and Mobile. 7. Search Engine Marketing. 8. Paid Search and Social Advertising. 9. Social Media Marketing as a Cornerstone of Strategy. 10. Display and Mobile Advertising for Customer Acquisition. Part III: MAINTAINING AND STRENGTHENING RELATIONSHIPS. 11. Email Marketing to Build Consumer and Business Relationships. 12. Content Marketing. 13. Demand Generation and Conversion in B2B Markets. 14. Customer Relationship Development and Retention Marketing. Appendix: The Digital Marketing Plan '- Project Guidance.
