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LEADER 00000cam 22003978i 4500
005 20221024095145.0
008 220624s2023 nyu b 001 0 eng
010 2022018446
019 22665120
020 9781032161587|q(hardback)
020 9781032161495|q(paperback)
020 |z9781003247319|q(ebook)
040 DLC|beng|erda|cDLC
042 pcc
050 00 HF5415.1265|b.F76 2023
100 1 Frost, Raymond,|d1960-|eauthor
245 10 eMarketing :|bdigital marketing strategy /|cRaymond Frost,
Alexa K. Fox and Terry Daugherty.
250 Ninth edition.
264 1 New York, NY :|bRoutledge,|c2023.
300 vi, 435 p. :|bill ;|c25 cm
500 Revised edition of the authors' E-marketing, 2018.
504 Includes bibliographical references and index.
520 "eMarketing, 9th edition, equips students with the solid
foundation in digital marketing required to excel in
practice and "think like a marketer". The book connects
digital marketing topics with 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 9th edition has been fully updated to
include the most cutting-edge trends and topics, including
SEO, Customer Experience, digital media consumption,
Analytics, Big Data and AI, and Diversity and Ethics. Case
studies and examples have been updated across the book to
demonstrate marketing practice in real organisations
globally. Pedagogical features support the theoretical
foundation throughout, incorporating "success stories,"
"trend impact," and "let's get technical" boxes, as well
as activities at the end of each chapter, to aid students
in their understanding of, and ability to execute,
successful digital marketing strategies. Highly regarded
and comprehensive, this textbook is core reading for
undergraduate students studying Digital Marketing and
Digital Business. Online resources include PowerPoint
slides and a test bank"--|cProvided by publisher.
650 0 Internet marketing
700 1 Fox, Alexa K.,|eauthor
700 1 Daugherty, Terry,|d1971-|eauthor
700 1 Strauss, Judy.|tE-marketing
776 08 |iOnline version:|aFrost, Raymond, 1960-|teMarketing
|bNinth edition.|dNew York, NY : Routledge, Taylor &
Francis Group, 2023|z9781003247319|w(DLC) 2022018447