foundations and strategy Zahay, Debra. creator author Labrecque, Lauren. author Reavey, Brooke. author Roberts, Mary Lou. author at 2024 Fifth edition. eng ix, 434 : illustrations ; 28 cm. Zahay/Labrecque/Reavey/Roberts' DIGITAL MARKETING FOUNDATIONS AND STRATEGY, 5th EDITION provides students with a comprehensive understanding of digital marketing. Using strategy concepts as its foundation helps students to easily translate material from other marketing and business courses into the practice of digital marketing. Chapters combine marketing theory and conceptual frameworks to provide students with a foundational understanding of digital marketing issue. DIGITAL MARKETING FOUNDATIONS AND STRATEGY FIFTH EDITION includes relevant updates on 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 the text. Part I. Building the Foundations of Digital Marketing -- Chapter 1. The Digital Marketing Landscape and Foundations -- Chapter 2. The Supply Chain Becomes a Value Ecosystem -- Chapter 3. Business Models and Strategies -- Chapter 4. Supporting the Digital Customer Journey -- Chapter 5. Measuring and Evaluating Digital Marketing Programs -- Part II. Creating Visibility and Attracting Customers -- Chapter 6. Developing and Maintaining Effective Online and Mobile Websites -- Chapter 7. Search Engine Marketing -- Chapter 8. Paid Search and Social Advertising -- Chapter 9. Social Media Marketing as a Cornerstone of Strategy -- Chapter 10. Display and Mobile Advertising for Customer Acquisition -- Part III. Maintaining and Strengthening Relationships -- Chapter 11. Email Marketing to Build Consumer and Business Relationships -- Chapter 12. Content Marketing -- Chapter 13. Demand Generation and Conversion in B2B Markets -- Chapter 14. Customer Relationship Development and Retention Marketing -- Appendix. Comprehensive Class Project. Debra Zahay, Lauren Labrecque, Brooke Reavey, Mary Lou Roberts. Includes glossary. Includes bibliographical references and index. Internet marketing Management Digital media Marketing HF5415.1265 .Z343 2024 9780357720738 120830 20250422115307.0