簡介 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 organizations globally. Pedagogical features support the theoretical foundation throughout, incorporating "success stories" 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. 目錄 PART I: DIGITAL MARKETING IN CONTEXT Ch 1 Past, Present, and Future Ch 2 Strategic Digital Marketing and Performance Metrics Ch 3 The Digital Marketing Plan PART II: DIGITAL MARKETING ENVIRONMENT Ch 4 Global Digital Marketing 3.0 Ch 5 Ethical and Legal Issues PART III: DIGITAL MARKETING STRATEGY Ch 6 Digital Marketing Research Ch 7 Consumer Behavior Online Ch 8 Segmentation, Targeting, Differentiation, and Positioning Strategies PART IV: DIGITAL MARKETING MANAGEMENT Ch 9 Product: The Online Offer Ch10 Price: The Online Value Ch11 The Internet for Distribution Ch12 Digital Marketing Communication: Owned Media Ch13 Digital Marketing Communication: Paid Media Ch14 Digital Marketing Communication: Earned Media Ch15 Customer Relationship Management