ABSTRACT
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 organizations globally. Pedagogical features support the theoretical foundation throughout, incorporating "success stories" 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.
TABLE OF CONTENTS
part I|71 pages
Digital Marketing in Context
chapter Chapter 1|27 pages
Past, Present, and Future
chapter Chapter 2|26 pages
Strategic Digital Marketing and Performance Metrics
chapter Chapter 3|16 pages
The Digital Marketing Plan
part II|49 pages
Digital Marketing Environment
chapter Chapter 4|23 pages
Global Digital Marketing 3.0
chapter Chapter 5|24 pages
Ethical and Legal Issues
part III|75 pages
Digital Marketing Strategy
chapter Chapter 6|34 pages
Digital Marketing Research
chapter Chapter 7|13 pages
Consumer Behavior Online
chapter Chapter 8|26 pages
Segmentation, Targeting, Differentiation, and Positioning Strategies
part IV|204 pages
Digital Marketing Management