Paperback. Digital Marketing: Communicating, Selling and Connecting is an invaluable and vital tool for students seeking a comprehensive introduction to the subject of digital marketing. Written by a leading expert in the field, it is an unparalleled resource for students in marketing, as well as an accessible supplementary text for business and management students.Covering digital marketing's background and development, its practical challenges and unique benefits, and its operational foundations, this textbook introduces both technological and marketing concepts. It culminates with discussion of the future of digital marketing in an increasingly networked world.Key Features:In-depth introductions to the foundations and basic operating principles of digital marketingMultiple chapters covering consumer decision making online, and how digital marketing affects the consumerChapters on service technology and visual design, for a deeper understanding of digital marketingCoverage of digital marketing in both B2B and B2C contextsDiscussion of legal and ethical aspects of digital marketingDiscussion questions in each chapter to promote engagement with the material and deepen student understanding.Charles Hofacker has drawn on extensive expertise to create an invaluable resource. Written for undergraduate students of marketing and digital marketing this textbook will be useful for anyone looking for an introduction to the subject. Digital Marketing: Communicating, Selling and Connecting is an invaluable and vital tool for students seeking a comprehensive introduction to the subject of digital marketing. Shipping may be from multiple locations in the US or from the UK, depending on stock availability.

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Bibliographic Details

Title: Digital Marketing (Paperback)
Publisher: Edward Elgar Publishing Ltd, Cheltenham
Publication Date: 2018
Language: English
ISBN 10: 1788115368
ISBN 13: 9781788115360
Binding: Paperback
Condition: new

About this title

Synopsis

Digital Marketing: Communicating, Selling and Connecting is an invaluable and vital tool for students seeking a comprehensive introduction to the subject of digital marketing. Written by a leading expert in the field, it is an unparalleled resource for students in marketing, as well as an accessible supplementary text for business and management students.

Covering digital marketing's background and development, its practical challenges and unique benefits, and its operational foundations, this textbook introduces both technological and marketing concepts. It culminates with discussion of the future of digital marketing in an increasingly networked world.

Key Features:

In-depth introductions to the foundations and basic operating principles of digital marketing
Multiple chapters covering consumer decision making online, and how digital marketing affects the consumer
Chapters on service technology and visual design, for a deeper understanding of digital marketing
Coverage of digital marketing in both B2B and B2C contexts
Discussion of legal and ethical aspects of digital marketing
Discussion questions in each chapter to promote engagement with the material and deepen student understanding.

Charles Hofacker has drawn on extensive expertise to create an invaluable resource. Written for undergraduate students of marketing and digital marketing this textbook will be useful for anyone looking for an introduction to the subject.

About the Author

Charles F. Hofacker, Carl DeSantis Professor of Business Administration, College of Business, Florida State University, US

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