Digital Marketing Foundations and Strategy

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

Overview

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.

Product Details

ISBN-13:	9780357720738
Publisher:	Cengage Learning
Publication date:	10/10/2023
Edition description:	5th ed.
Pages:	576
Product dimensions:	6.00(w) x 1.25(h) x 9.00(d)

About the Author

Dr. Debra Zahay is a full professor of marketing at St. Edward's University in Austin, Texas. She has overseen the inclusion of digital marketing and analytics in the undergraduate and graduate curriculums. Dr. Zahay researches how firms can facilitate customer relationships using digital technology, particularly using customer information effectively. She served as a vice president on the executive board of the Chicago American Marketing Association and the board of the Marketing EDGE organization. She currently serves on the editorial boards of Industrial Marketing Management, Journal of Marketing Analytics and Journal of Marketing Education. She was editor-in-chief of the Journal of Research in Interactive Marketing from 2012-2017, where she guided the explosive growth and expanding influence of that journal. She has co-authored 30 academic articles and an additional Cengage text on social media marketing and has authored a short book for teaching digital marketing in master's-level courses. She holds her Ph.D. in marketing (business administration) from the University of Illinois.

Dr. Lauren Labrecque is an associate professor of marketing and the marketing area coordinator at the University of Rhode Island. Her primary research interests include sensory marketing (focus on color) and digital marketing (including digital empowerment, consumer privacy, social media engagement, and parasocial interactions). Her research has been published in peer-reviewed academic journals, including Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Retailing, Journal of Interactive Marketing, Psychology & Marketing and Marketing Letters. She currently serves on the editorial boards of the Journal of Interactive Marketing, Journal of Business Research and Psychology & Marketing. Dr. Labrecque earned her Ph.D. in marketing (business administration) from the University of Massachusetts, Amherst.

Dr. Brooke Reavey is a Fulbright Scholar and associate professor of marketing at the Brennan School of Business, Dominican University. Her work has been published in scholarly outlets such as the International Journal of Advertising, Journal of Marketing Education and Marketing Education Review, among others. Brooke's academic work focuses on the intersection between digital marketing and market research. She serves in leadership roles within the AMA, Chicago Chapter and the Insights Association, North Central Chapter. Dr. Reavey earned her Ph.D. in marketing from Drexel University.

Dr. Mary Lou Roberts was professor emeritus of management and marketing at the University of Massachusetts, Boston. She earned her Ph.D. in marketing from the University of Michigan and taught marketing and related courses for over 20 years. Dr. Roberts served as senior author of DIRECT MARKETING MANAGEMENT and co-author of this book. She published extensively in marketing journals in the United States and Europe. In 1997, Dr. Roberts's article, "Expanding the Role of the Direct Marketing Database" was included in the Journal of Direct Marketing Best of the Decade Ten Year Retrospective. She was an active member of many professional organizations and served on a number of local and national boards, including the American Marketing Association, Mass Audubon and the Advisory Board of Professional Organizations of the U.S. Department of the Census. Dr. Roberts passed in January of 2020, leaving a significant gap in today's marketing and management educational profession.

Table of Contents

Part I: BUILDING THE FOUNDATIONS OF DIGITAL MARKETING. 1. The Digital Marketing Landscape. 2. The Supply Chain Becomes a Value Ecosystem. 3. Business Models and Strategies. 4. Supporting the Digital Customer Journey. 5. Measuring and Evaluating Digital Marketing Programs. Part II: CREATING VISIBILITY AND ATTRACTING CUSTOMERS. 6. Building an Effective Online Presence Through Web and Mobile. 7. Search Engine Marketing. 8. Paid Search and Social Advertising. 9. Social Media Marketing as a Cornerstone of Strategy. 10. Display and Mobile Advertising for Customer Acquisition. Part III: MAINTAINING AND STRENGTHENING RELATIONSHIPS. 11. Email Marketing to Build Consumer and Business Relationships. 12. Content Marketing. 13. Demand Generation and Conversion in B2B Markets. 14. Customer Relationship Development and Retention Marketing. Appendix: The Digital Marketing Plan — Project Guidance.