Digital Marketing

Enhanced descriptions from Syndetics:

Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.

Table of contents provided by Syndetics

• Part I Digital Marketing Fundamentals
• 1 Introducing digital marketing
• 2 Online marketplace analysis: micro-environment
• 3 The Internet macro-environment
• Part II Digital Strategy Development
• 4 Digital marketing strategy
• 5 The Internet and the marketing mix
• 6 Relationship marketing using digital platforms
• Part III Digital Makketing: Implementation & Practice
• 7 Delivering the online customer experience
• 8 Campaign planning for digital media
• 9 Marketing communications using digital media channels
• 10 Evaluation and improvement of digital channel performance
• 11 Business-to-consumer digital marketing practice
• 12 Business-to-business digital marketing practice