Digital marketing : foundations and strategy /

Digital marketing : foundations and strategy / Debra Zahay, PhD, MM, JD, Professor of Marketing, Department of Marketing, Operations and Analytics, St. Edward's University, Austin, Texas, Lauren Labrecque, PhD, MA, Associate Professor and Area Coordinator, Marketing, University of Rhode Island, Kingston, Rhode Island, Brooke Reavey, PhD, MS, Associate Professor of Marketing, Dominican University, River Forest, Illinois, Mary Lou Roberts, PhD, Professor Emeritus of Management and Marketing, University of Massachusetts, Boston. - Fifth edition - xi, 434 pages : illustrations (some color), maps (some color), portraits (some color) ; 28 cm

Includes glossary and index. Previous title: Internet marketing : integrating online and offline strategies

Part I. Building the foundations of digital marketing
Part II. Creating visibility and attracting customers
Part III. Maintaining and strengthening relationships

"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."-- Provided by publisher


College of Business and Accountancy Bachelor of Science in Business Administration Major in Marketing Management


English

9780357720738

2023906757


Internet marketing.

381.142 D56 / 2024