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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.
作者簡介
Raymond D. Frost
現職：Ohio University
Alexa K. Fox
現職：The University of Akron
Terry M. Daugherty
現職：Indiana State University
PART I: DIGITAL MARKETING IN CONTEXT
Ch 1 Past, Present, and Future
Ch 2 Strategic Digital Marketing and Performance Metrics
Ch 3 The Digital Marketing Plan
PART II: DIGITAL MARKETING ENVIRONMENT
Ch 4 Global Digital Marketing 3.0
Ch 5 Ethical and Legal Issues
PART III: DIGITAL MARKETING STRATEGY
Ch 6 Digital Marketing Research
Ch 7 Consumer Behavior Online
Ch 8 Segmentation, Targeting, Differentiation, and Positioning Strategies
PART IV: DIGITAL MARKETING MANAGEMENT
Ch 9 Product: The Online Offer
Ch10 Price: The Online Value
Ch11 The Internet for Distribution
Ch12 Digital Marketing Communication: Owned Media
Ch13 Digital Marketing Communication: Paid Media
Ch14 Digital Marketing Communication: Earned Media
Ch15 Customer Relationship Management
