Digital Marketing in Practice

" Digital Marketing in Practice is a very comprehensive and easy-to-read resource that will give students the ground knowledge and skills they need to become an effective digital marketer. The impeccable structure, clear signposting, engaging activities and up-to-date case studies and practitioner input are just some of the strengths of this textbook. It is a must-have for any introductory digital marketing course, balancing effectively the core marketing concepts with the latest developments in digital implementation." Dr. Tana Licsandru, Programme Director, MSc International Marketing and Consumer Psychology, Queen Mary University of London

"Technology is driving Marketing impact like never before. This book adds the missing link for future marketeers on how to use digital technologies responsibly and achieve long-term market development success." Professor Mark A.A.M. Leenders, Professor of Marketing and Innovation, Graduate School of Business and Law, RMIT University, Melbourne, Australia

"The book takes readers on a compelling journey through the digital marketing landscape with a strong focus on the important role of market research." Lena Hochstrat, Senior Manager, Global Account Development, NielsenIQ Services Germany GmbH

"A valuable resource which gives the reader an all-encompassing review of what aspiring digital marketers need to know. This is not a text that majors solely on the current 'on-trend' digital channels; it instead gives them an overview of critical ideas such as customer journey mapping and digital marketing metrics, all of which written in a manner that helps the reader understand the topics and apply them to practical scenarios." Dr. David Hart, Associate Professor of Marketing and Deputy Head of Department (Marketing, Operations and Systems), Northumbria University, UK

"This text provides its readers with key insights into the strategic and operational dimensions of digital marketing. The book is a valuable resource for those engaged in and studying and practising digital marketing at all levels. Its focus on responsible and sustainable marketing in the digital world presents a fresh take on the main issues that need to be considered by digital marketers in contemporary business environments." Dr Phil Megicks, Associate Professor of Marketing, Southampton Business School, University of Southampton, UK and Chief Examiner, Chartered Institute of Marketing Awards

"This book is a delightful guide full of important information for those who want to understand digital marketing, whether they are students with no prior experience, researchers who want to understand current digital marketing practices, or practitioners looking for best-practice examples and inspiration for their own business." Professor Dr. Wassili Lasarov, Department of Marketing, Audencia Business School, Nantes, France

"Knight and Vorster provide an interesting and easy-to-read introduction into the field of digital marketing. The comprehensive book covers a wide range of topics, including the highly timely and relevant, but often neglected chapters on responsible digital marketing or the use of technology to achieve sustainable business development." Professor Dr. Stefan Hoffmann, Department of Marketing, Kiel University, Germany

"Finally, the digital marketing book we all needed! Knight and Vorster have created a must-read for marketing students and anyone who wants to get involved in (digital) marketing. The text is comprehensive without being overwhelming: from digital marketing history to the mysterious crypto, and how to conduct a digital marketing audit, without ignoring ethical, legal, and responsible digital marketer behaviour. This masterpiece is reader-friendly, intuitively structured, easy to follow, and contains relevant examples and comments from practitioners, engaging hands-on activities, and up-to-date case studies. A book worth reading, keeping, and teaching." Verónica Martín Ruiz, Assistant Professor of Marketing, UMass Amherst, USA

"This is a comprehensive text that delivers all you need to know about digital marketing in practice. The book strikes a good balance between theory and application that is reinforced by the excellent case studies in every chapter. I would highly recommend this book to both undergraduate and postgraduate students." Michael Kong, Programme Director, HKU SPACE College of Business and Finance, Hong Kong

"I recently read Digital Marketing in Practice . The book stands out from other digital marketing books on the market due to its strong focus on responsible implementation of strategies. The case studies and examples featuring businesses that prioritise responsible digital marketing are a breath of fresh air and provide valuable insights into the real-world applications of these principles. This is a useful resource for students and professionals alike. I highly recommend it to anyone looking to stay ahead of the curve in digital marketing while also making a positive impact in their marketing efforts." Chaka Jones, Digital Marketing Course Leader, School of Games, Film and Animation, Birmingham City University