Digital Marketing Foundations and Strategy

Authors : Debra Zahay; Lauren Labrecque; Brooke Reavey; Mary Lou Roberts

9780357720738

576 Pages Paperback

5th Edition | Previous Editions: 2018, 2013, 2008

$154.50

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Zahay/Labrecque/Reavey/Roberts' DIGITAL MARKETING FOUNDATIONS AND STRATEGY, 5th EDITION delivers comprehensive coverage grounded in strategy concepts, making it easy for students to translate material from other marketing and business courses into the practice of digital marketing. Streamlined chapt... more

Features

Information technology concepts are presented in a way that are easy to grasp: Students must understand the basics of the underlying technology that supports Internet marketing. This text makes rather complex IT concepts understandable to the student who has only the required MIS basics.

Digital ma... more

New to this Edition

The updated title better reflects current market terminology. The first chapter introduces digital marketing using a definition that emphasizes the interactivity and engagement that is present in successful digital marketing.

Grounded in strategy concepts, the content makes it easy for students to ... more

Authors

Debra Zahay

Dr. Debra Zahay is a full professor of marketing at St. Edward's University in Austin, Texas. She has overseen the inclusion of digital marketing and analytics in the undergraduate and graduate curriculums. Dr. Zahay researches how firms can facilitate customer relationships using digital technology, particularly using customer information effectively. She served as a vice president on the executive board of the Chicago American Marketing Association and the board of the Marketing EDGE organization. She currently serves on the editorial boards of Industrial Marketing Management, Journal of Marketing Analytics and Journal of Marketing Education. She was editor-in-chief of the Journal of Research in Interactive Marketing from 2012–2017, where she guided the explosive growth and expanding influence of that journal. She has co-authored 30 academic articles and an additional Cengage text on social media marketing and has authored a short book for teaching digital marketing in master's-level courses. She holds her Ph.D. in marketing (business administration) from the University of Illinois.

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Lauren Labrecque

Dr. Lauren Labrecque is an associate professor of marketing and the marketing area coordinator at the University of Rhode Island. Her primary research interests include sensory marketing (focus on color) and digital marketing (including digital empowerment, consumer privacy, social media engagement, and parasocial interactions). Her research has been published in peer-reviewed academic journals, including Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Retailing, Journal of Interactive Marketing, Psychology & Marketing and Marketing Letters. She currently serves on the editorial boards of the Journal of Interactive Marketing, Journal of Business Research and Psychology & Marketing. Dr. Labrecque earned her Ph.D. in marketing (business administration) from the University of Massachusetts, Amherst.

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Brooke Reavey

Dr. Brooke Reavey is a Fulbright Scholar and associate professor of marketing at the Brennan School of Business, Dominican University. Her work has been published in scholarly outlets such as the International Journal of Advertising, Journal of Marketing Education and Marketing Education Review, among others. Brooke's academic work focuses on the intersection between digital marketing and market research. She serves in leadership roles within the AMA, Chicago Chapter and the Insights Association, North Central Chapter. Dr. Reavey earned her Ph.D. in marketing from Drexel University.

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Mary Lou Roberts

Dr. Mary Lou Roberts was professor emeritus of management and marketing at the University of Massachusetts, Boston. She earned her Ph.D. in marketing from the University of Michigan and taught marketing and related courses for over 20 years. Dr. Roberts served as senior author of DIRECT MARKETING MANAGEMENT and co-author of this book. She published extensively in marketing journals in the United States and Europe. In 1997, Dr. Roberts's article, "Expanding the Role of the Direct Marketing Database" was included in the Journal of Direct Marketing Best of the Decade Ten Year Retrospective. She was an active member of many professional organizations and served on a number of local and national boards, including the American Marketing Association, Mass Audubon and the Advisory Board of Professional Organizations of the U.S. Department of the Census. Dr. Roberts passed in January of 2020, leaving a significant gap in today's marketing and management educational profession.

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Table of Contents

Part I: BUILDING THE FOUNDATIONS OF DIGITAL MARKETING.
1. The Digital Marketing Landscape.
2. The Supply Chain Becomes a Value Ecosystem.
3. Business Models and Strategies.
4. Supporting the Digital Customer Journey.
5. Measuring and Evaluating Digital Marketing Programs.
Part II: CREATING VISIBILITY AND ATTRACTING CUSTOMERS.
6. Building an Effective Online Presence Through Web and Mobile.
7. Search Engine Marketing.
8. Paid Search and Social Advertising.
9. Social Media Marketing as a Cornerstone of Strategy.
10. Display and Mobile Advertising for Customer Acquisition.
Part III: MAINTAINING AND STRENGTHENING RELATIONSHIPS.
11. Email Marketing to Build Consumer and Business Relationships.
12. Content Marketing.
13. Demand Generation and Conversion in B2B Markets.
14. Customer Relationship Development and Retention Marketing.
Appendix: The Digital Marketing Plan –- Project Guidance.

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Teacher Supplements

Instructor’s Companion Website

9780357720745

Everything you need for your course in one place! This collection of book-specific lecture and class tools is available online via www.cengage.com/login. Access and download materials such as the workbook answer keys, the instructor's manual and more.

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Digital Marketing Foundations and Strategy, 5th, K12 MindTap (6-year access)

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MindTap is a cloud-based, highly personalized learning environment that combines student learning tools -- readings, multimedia, activities and assessments -- into a single Learning Path.

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