商品簡介
E-Marketing is the most comprehensive book on digital marketing, covering all the topics students need to understand to "think like a marketer".
This updated edition connects digital marketing topics to the traditional marketing framework, making it easier for students to grasp the concepts and strategies involved in developing a digital marketing plan. With a strategic approach that focuses on performance metrics and monitoring, it is a highly practical book. The authors recognize that the digital landscape is constantly and rapidly changing, and the book is structured to encourage students to explore the digital space, and to think critically about their own online behavior.
‘Success stories’, ‘trend impact’, and ‘let’s get technical’ boxes, as well as online activities at the end of each chapter provide undergraduate students with everything they need to be successful in creating and executing a winning digital marketing strategy.
Online resources feature lecture slides and a test bank.
作者簡介
Raymond Frost is Professor of Management Information Systems at Ohio University, USA. He has published scholarly papers in the fields of information systems and marketing.
Alexa K. Fox is Assistant Professor of Marketing at The University of Akron, USA. Her research interests include digital marketing, user-generated content, consumer behavior, online privacy, physiological measurement of cognition and emotion, and linguistic analysis. Alexa’s work has appeared in various journals, books, and national conferences.
Judy Strauss is Professor of Marketing Emerita at the University of Nevada-Reno, USA. She is an award-winning author of four books and numerous academic papers on internet marketing, advertising, and marketing education.
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