eMarketing

Digital Marketing Strategy
9. Auflage 2022
ISBN: 978-1-032-16158-7
Verlag: Routledge

Buch, Englisch, 442 Seiten, Format (B × H): 183 mm x 260 mm, Gewicht: 1024 g

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.

Zielgruppe

Postgraduate, Undergraduate, and Undergraduate Core

Autoren/Hrsg.

Frost, Raymond

Fox, Alexa K.

Daugherty, Terry

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

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

Über Autor(innen)

Raymond D. Frost is Professor of Analytics Information Systems at Ohio University, USA. He has published scholarly papers in the fields of information systems and marketing.

Alexa K. Fox is Assistant Professor of Marketing at the University of Akron, USA. Her research interests include digital marketing, user-generated content, consumer behavior, online privacy, physiological measurement of cognition and emotion, and linguistic analysis. Alexa’s work has appeared in various journals, books, and national conferences.

Terry M. Daugherty is the Dean of the Scott College of Business and Professor of Marketing at Indiana State University, USA. His research examines areas of consumer psychology and persuasion, and he is the former Editor-in-Chief of the Journal of Interactive Advertising. Terry has authored numerous scholarly publications within the domains of digital marketing and advertising while presenting his work at leading academic conferences worldwide.