Digital Marketing Foundations and Strategy
By Debra Zahay, Lauren Labrecque, Brooke Reavey, Mary Lou Roberts
About your course materials
Zahay/Labrecque/Reavey/Roberts' DIGITAL MARKETING FOUNDATIONS AND STRATEGY, 5th EDITION delivers comprehensive coverage grounded in strategy concepts, making it easy for students to translate material from other marketing and business courses into the practice of digital marketing. Streamlined chapters combine extant marketing theory and introduce conceptual frameworks to provide students with a foundational understanding of digital marketing issues. The updates to this edition include 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 DIGITAL MARKETING FOUNDATIONS AND STRATEGY.
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About this product
Zahay/Labrecque/Reavey/Roberts' DIGITAL MARKETING FOUNDATIONS AND STRATEGY, 5th EDITION delivers comprehensive coverage grounded in strategy concepts, making it easy for students to translate material from other marketing and business courses into the practice of digital marketing. Streamlined chapters combine extant marketing theory and introduce conceptual frameworks to provide students with a foundational understanding of digital marketing issues. The updates to this edition include 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 DIGITAL MARKETING FOUNDATIONS AND STRATEGY.
Information technology concepts are presented in a way that are easy to grasp: Students must understand the basics of the underlying technology that supports Internet marketing. This text makes rather complex IT concepts understandable to the student who has only the required MIS basics.
Digital marketing is presented throughout as a global phenomenon because the Internet is a world without walls. Global material and examples are used throughout DIGITAL MARKETING FOUNDATIONS AND STRATEGY and integrated into the subject matter.
Digital Marketing Exercises give students an opportunity to explore the topics and discussions in the chapter in the real-life setting of the Internet.
Numerous screen captures from the Internet showcase real-world and timely examples of concepts from DIGITAL MARKETING FOUNDATIONS AND STRATEGY.
Table of contents
Chapters
Part I. Building the Foundations of Digital Marketing
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