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.
Inhaltsverzeichnis
Part I Digital Marketing in Context
1 Past, Present, and Future
2 Strategic Digital Marketing and Performance Metrics
3 The Digital Marketing Plan
Part II Digital Marketing Environment
4 Global Digital Marketing 3.0
5 Ethical and Legal Issues
Part III Digital Marketing Strategy
6 Digital Marketing Research
7 Consumer Behavior Online
8 Segmentation, Targeting, Differentiation, and Positioning Strategies
Part IV Digital Marketing Management
9 Product: The Online Offer
10 Price: The Online Value
11 The Internet for Distribution
12 Digital Marketing Communication: Owned Media
13 Digital Marketing Communication: Paid Media
14 Digital Marketing Communication: Earned Media
15 Customer Relationship Management
Appendix A Internet Penetration Worldwide as of September 30, 2021.
Appendix B Bibliography
Index
