Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.
Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.
Brief contents Preface About the authors Acknowledgements Part 1 Digital marketing fundamentals 1. Introducing digital marketing 2. Online marketplace analysis: micro-environment 3. The digital macro-environment Part 2 Digital marketing strategy development 4. Digital marketing strategy 5. Digital media and the marketing mix 6. Relationship marketing using digital platforms Part 3 Digital marketing: implementation and practice 7. Delivering the digital customer experience 8. Campaign planning for digital media 9. Marketing communications using digital media channels 10. Evaluation and improvement of digital channel performance Glossary Index
Brief contents Preface About the authors Acknowledgements Part 1 Digital marketing fundamentals 1. Introducing digital marketing 2. Online marketplace analysis: micro-environment 3. The digital macro-environment Part 2 Digital marketing strategy development 4. Digital marketing strategy 5. Digital media and the marketing mix 6. Relationship marketing using digital platforms Part 3 Digital marketing: implementation and practice 7. Delivering the digital customer experience 8. Campaign planning for digital media 9. Marketing communications using digital media channels 10. Evaluation and improvement of digital channel performance Glossary Index
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