eMarketing 9th Edition 2022 by Frost, Raymond, Taylor and Francis Ltd

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Taylor and Francis Ltd eMarketing 9th Edition 2022 by Frost, Raymond

eMarketing, 9th edition, equips students with the solid foundation in digital marketing required to excel in practice and "think like a marketer"._x000D__x000D_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._x000D__x000D_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._x000D_ _x000D_ Part I Digital Marketing in Context_x000D_ _x000D_ 1 Past, Present, and Future_x000D_ _x000D_ 2 Strategic Digital Marketing and Performance Metrics_x000D_ _x000D_ 3 The Digital Marketing Plan_x000D_ _x000D_ Part II Digital Marketing Environment_x000D_ _x000D_ 4 Global Digital Marketing 3.0_x000D_ _x000D_ 5 Ethical and Legal Issues_x000D_ _x000D_ Part III Digital Marketing Strategy_x000D_ _x000D_ 6 Digital Marketing Research_x000D_ _x000D_ 7 Consumer Behavior Online_x000D_ _x000D_ 8 Segmentation, Targeting, Differentiation, and Positioning Strategies_x000D_ _x000D_ Part IV Digital Marketing Management_x000D_ _x000D_ 9 Product: The Online Offer_x000D_ _x000D_ 10 Price: The Online Value_x000D_ _x000D_ 11 The Internet for Distribution_x000D_ _x000D_ 12 Digital Marketing Communication: Owned Media_x000D_ _x000D_ 13 Digital Marketing Communication: Paid Media_x000D_ _x000D_ 14 Digital Marketing Communication: Earned Media_x000D_ _x000D_ 15 Customer Relationship Management_x000D_ _x000D_ Appendix A Internet Penetration Worldwide as of September 30, 2021._x000D_ _x000D_ Appendix B Bibliography_x000D_ _x000D_ Index_x000D_