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Full Description
Digital Marketing is targeted primarily for undergraduate courses with flexibility to support certificate and graduate programs. Twelve chapters with three foundational chapters covering general topics of digital marketing and seven chapters focused on how to use marketing theory and concepts, in combination with digital marketing tools, to "do digital marketing".
Relevant chapters designed to engage students through "Thinking about Global Digital Marketing", "Legal and Ethical Issues", "Privacy and Security Considerations" and "Value Creation".
Designed to support multiple teaching formats through McGraw Hill's Connect with personalized reading experience of SmartBook, variety of test bank questions to reinforce application and Application-Based Activities to challenge critical thinking and problem-solving skills in real-world scenarios.
Contents
1. Digital Marketing in a Digital World
2. Creating Value through Digital Marketing Strategy
3. Digital Consumer Behavior and Customer Relationship and Experience Management
4. Website Marketing Strategy
5. Search Engine Optimization (SEO) Strategy
6. Search Engine Marketing (SEM) Strategy
7. Email Marketing Strategy
8. Social Media and Community Marketing Strategy
9. Mobile Marketing Strategy
10. Digital Brand, Trust, and Reputation Management Strategy
11. Digital Marketing Legal, Ethical, Privacy, and Security Considerations
12. Trends and the Future of Digital Marketing
