eMarketing

Digital Marketing Strategy

AvRaymond Frost,Alexa K. Fox

Häftad, Engelska, 2023

772 kr

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3 215 kr

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5 151 kr

Beskrivning

eMarketing, 9th edition, equips students with the solid foundation in digital marketing required to excel in practice and "think like a marketer".The book connects digital marketing topics with the traditional marketing framework, making it easier for students to grasp the concepts and strategies involved in developing a digital marketing plan. With a strategic approach that focuses on performance metrics and monitoring, it is a highly practical book. The 9th edition has been fully updated to include the most cutting-edge trends and topics, including SEO, Customer Experience, digital media consumption, Analytics, Big Data and AI, and Diversity and Ethics. Case studies and examples have been updated across the book to demonstrate marketing practice in real organisations globally. Pedagogical features support the theoretical foundation throughout, incorporating "success stories," "trend impact," and "let’s get technical" boxes, as well as activities at the end of each chapter, to aid students in their understanding of, and ability to execute, successful digital marketing strategies.Highly regarded and comprehensive, this textbook is core reading for undergraduate students studying Digital Marketing and Digital Business. Online resources include PowerPoint slides and a test bank.

Produktinformation

Utgivningsdatum:2023-06-05
Mått:178 x 254 x 21 mm
Vikt:1 020 g
Format:Häftad
Språk:Engelska
Antal sidor:442
Upplaga:9
Förlag:Taylor & Francis Ltd
ISBN:9781032358017

Utforska kategorier

Mer om författaren

Raymond Frost is a Professor of Management Information Systems at Ohio University, USA. He has published scholarly papers in the fields of information systems and marketing.Alexa K. Fox is an Assistant Professor of Marketing at the University of Akron, USA. Her research interests include digital marketing, user-generated content, consumer behavior, online privacy, physiological measurement of cognition and emotion, and linguistic analysis. Alexa’s work has appeared in various journals, books, and national conferences.Terry Daugherty is the Dean of the Scott College of Business and Professor of Marketing at Indiana State University, USA. His research examines areas of consumer psychology and persuasion, and he is the former Editor-in-Chief of the Journal of Interactive Advertising. Terry has authored numerous scholarly publications within the domains of digital marketing and advertising while presenting his work at leading academic conferences worldwide.

Recensioner i media

"This book gives an in depth understand of the intersection between e-business and e-marketing, including a large amount of real-life examples to enlighten the students."Dr Anne Kristin Sortehaug Ajer, University of South Eastern Norway, Norway.

Innehållsförteckning

Part I Digital Marketing in Context1 Past, Present, and Future2 Strategic Digital Marketing and Performance Metrics3 The Digital Marketing PlanPart II Digital Marketing Environment4 Global Digital Marketing 3.05 Ethical and Legal IssuesPart III Digital Marketing Strategy6 Digital Marketing Research7 Consumer Behavior Online8 Segmentation, Targeting, Differentiation, and Positioning StrategiesPart IV Digital Marketing Management9 Product: The Online Offer10 Price: The Online Value11 The Internet for Distribution12 Digital Marketing Communication: Owned Media13 Digital Marketing Communication: Paid Media14 Digital Marketing Communication: Earned Media15 Customer Relationship ManagementAppendix A Internet Penetration Worldwide as of September 30, 2021.Appendix B BibliographyIndex