Digital Marketing: Foundations and Strategy, Fifth Edition PDF Debra Zahay, Lauren Labrecque, Brooke Reavey and Mary Lou Roberts

Digital Marketing: Foundations and Strategy, Fifth Edition

Debra Zahay, Lauren Labrecque, Brooke Reavey and Mary Lou Roberts

Contents

Preface vii

About the Authors xi

Part I

Building the Foundations of Digital Marketing 1

1. The Digital Marketing Landscape and Foundations 2
2. The Supply Chain Becomes a Value Ecosystem 35
3. Business Models and Strategies 59
4. Supporting the Digital Customer Journey 87
5. Measuring and Evaluating Digital Marketing Programs 113

Part II

Creating Visibility and Attracting Customers 145

6. Developing and Maintaining Effective Online and Mobile Websites 146
7. Search Engine Marketing 177
8. Paid Search and Social Advertising 203
9. Social Media Marketing as a Cornerstone of Strategy 229
10. Display and Mobile Advertising for Customer Acquisition 253

Part III

Maintaining and Strengthening Relationships 279

11. Email Marketing to Build Consumer and Business Relationships 280
12. Content Marketing 315
13. Demand Generation and Conversion in B2B Markets 341
14. Customer Relationship Development and Retention Marketing 375

Appendix: Comprehensive Class Project 405

Glossary 418

Index 425

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