Technology has forever changed the way that businesses engage with customers, and has
changed the role of marketing significantly. Across 27 chapters, this textbook provides a …

Understand the fundamentals of digital marketing and enhance your digital marketing
practice with the new edition of this essential guide, now one of the bestselling books in the …

Gain essential grounding in SEO, email marketing, social media, content marketing,
performance marketing and much more, with this practical and essential guide to digital …

'Personal'joins the marketing 'Ps' 26; The effect on 'price','product'and 'place'29; Creating
brandconsistent digital promotions 34; Building digital marketing models around customers …

This article takes a quasi-historical perspective on digital and social media marketing. It
traces digital marketing from its roots in direct and interactive marketing to the present day …

Digital Marketing discusses about modern marketing methods both online and offline. It
speaks about the importance of digital marketing platforms. Through different chapters, the …

This chapter focuses on how marketing and marketing communication have developed and
evolved over the last half century. It explains that marketers must operate in a world of …

We develop and describe a framework for research in digital marketing that highlights the
touchpoints in the marketing process as well as in the marketing strategy process where …

This streamlined seventh edition provides comprehensive, practical guidance on how
companies can get the most out of digital media and technology to meet their marketing …

The digital marketing discipline is facing growing fragmentation; the proliferation of different
subareas of research impedes the accumulation of knowledge. This fragmentation seems …