DIGITAL MARKETING FOUNDATIONS AND STRATEGY.

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Title:

Author:

Zahay, D

ISBN:

9780357720738

Publication Information:

[S.l.] : CENGAGE LEARNING, 2023.

Physical Description:

ix, 434 pages: colour illustrations

Contents:

Part 1: Buiding the foundations of digital marketing--The digital marketing landscape and foundations--The supply chain becomes az value ecosystem--Business modules and strategies--Supporting the digital customer journey--Measuring and evaluating digital marketing progragrams--Part II: Creating visibility and attracting customers--Developing and maintaining effective online and mobile website--Search engine marketing--Paid search and social advertising--Social media marketing as a cornerstone of strategy--Display and Mobile advertising for customer acquisition--Part III: Maintaining and strengthening relationships--Email marketing to build consumer and business relationships--Contentent Marketing

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Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... IIE Sandton	General Books	000099573	658.8 ZAH	1	Searching... Unknown
Searching... IIE Sandton	General Books	000099649	658.8 ZAH	2	Searching... Unknown

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Summary

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.