000			02874 a2200325 4500
003			OSt
005			20250422115307.0
008			120830t2024 at a|||gr|||| 001 0 eng d
020			_a9780357720738
040			_cDLC
050		4	_aHF5415.1265 _b.Z343 2024
100			_aZahay, Debra. _9302166 _eauthor
245	1	0	_aDigital marketing : _bfoundations and strategy / _cDebra Zahay, Lauren Labrecque, Brooke Reavey, Mary Lou Roberts.
250			_aFifth edition.
264		1	_aAustralia : _bCengage, _c2024.
300			_aix, 434 : _billustrations ; _c28 cm.
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolumen _2rdacarrier
501			_aIncludes glossary.
504			_aIncludes bibliographical references and index.
505			_aPart 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.
520			_aZahay/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.
650		0	_aInternet marketing _9115752 _xManagement
650		0	_aDigital media _987047 _xMarketing
700			_aLabrecque, Lauren. _9302167 _eauthor
700			_aReavey, Brooke. _9302168 _eauthor
700			_aRoberts, Mary Lou. _9270063 _eauthor
942			_c29 _2lcc
999			_c303704 _d303704