Name: Digital Marketing Foundations and Strategy
ISBN: 9780357720738

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Digital Marketing Foundations and Strategy

DIGITAL MARKETING FOUNDATIONS AND STRATEGY

Internet Marketing

Marketing

CTE - Business Education

CL Dimensions

Imprint Name

B2B & B2C

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 chapters combine extant marketing theory and introduce conceptual frameworks to provide students with a foundational understanding of digital marketing issues. The updates to this edition include the impact of the COVID pandemic as well as trends in account-based marketing and Google algorithm updates. Regal and regulatory issues as well as AI and marketing automation are integrated throughout DIGITAL MARKETING FOUNDATIONS AND STRATEGY.

K12 Print + Digital Bundle: Digital Marketing Foundations and Strategy, 5th Student Edition + MindTap, 6-year access

EPACK: K12 DIGITAL MARKETING F OUNDATIONS/STRAT + MT 6YR

K12 Print + Digital Bundle: Digital Marketing Foundations and Strategy, 5th Student Edition + MindTap, 1-year access

EPACK: K12 DIGITAL MARKETING F OUNDATIONS/STRAT + MT 1YR

Digital Marketing Foundations and Strategy, 5th, K12 MindTap (1-year access)

IAC K12 MT DIGITAL MARKETING F OUNDATIONS AND STRATEGY 1YR

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

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

IAC K12 MT DIGITAL MARKETING F OUNDATIONS AND STRATEGY 6YR

Instructor’s Companion Website for Zahay/Labrecque/Reavey/Roberts' Digital Marketing Foundations and Strategy

INSTR WBS DIGITAL MARKETING FO UNDATIONS AND STRATEGY

Instructor’s Companion Website

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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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.

Digital Marketing Foundations and Strategy

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