Digital marketing : foundations and strategy
"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."--
Bibliographic Information
| Format: | Book |
|---|---|
| Author: | Zahay, Debra L., |
| Subject: | Internet marketing |
| Publication Year: | 2024 |
| Language: | English |
| Published: | Boston, MA : Cengage Learning, Inc., [2024] |
| ISBN: | 9780357720738 0357720733 |
| Notes: | Previous title: Internet marketing : integrating online and offline strategies. Includes bibliographical references and index. Part I. Building the foundations of digital marketing -- Part II. Creating visibility and attracting customers -- Part III. Maintaining and strengthening relationships. |
| Course: |
BUS340 IFYP021 |
Availability at HKSYU Library
| Location | Call number | Status |
|---|---|---|
| English Book (5/F) | 658.872 ZAH 2024 | Available |