Digital Marketing Foundations and Strategy | 5th Edition

Debra Zahay/Lauren Labrecque/Brooke Reavey/Mary Lou Roberts

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Zahay/Labrecque/Reavey/Roberts' DIGITAL MARKETING FOUNDATIONS AND STRATEGY, 5th EDITION delivers comprehensive coverage grounded in strategy concepts, making it easy for students to translate material from other marketing and business courses into the practice of digital marketing. Streamlined chapters combine extant marketing theory and introduce conceptual frameworks to provide students with a foundational understanding of digital marketing issues. The updates to this edition include 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 DIGITAL MARKETING FOUNDATIONS AND STRATEGY.