Digital Marketing. Communicating, Selling and Connecting
Digital Marketing: Communicating, Selling and Connecting is an invaluable and vital tool for students seeking a comprehensive introduction to the subject of digital marketing. Written by a leading expert in the field, it is an unparalleled resource for students in marketing, as well as an accessible supplementary text for business and management students.
Covering digital marketing’s background and development, its practical challenges and unique benefits, and its operational foundations, this textbook introduces both technological and marketing concepts. It culminates with discussion of the future of digital marketing in an increasingly networked world.
Key Features:
- In-depth introductions to the foundations and basic operating principles of digital marketing
- Multiple chapters covering consumer decision making online, and how digital marketing affects the consumer
- Chapters on service technology and visual design, for a deeper understanding of digital marketing
- Coverage of digital marketing in both B2B and B2C contexts
- Discussion of legal and ethical aspects of digital marketing
- Discussion questions in each chapter to promote engagement with the material and deepen student understanding.
Charles Hofacker has drawn on extensive expertise to create an invaluable resource. Written for undergraduate students of marketing and digital marketing this textbook will be useful for anyone looking for an introduction to the subject.
Part I Marketing and Digital Networks
1. What Is Digital Marketing?
2. Electronic Service
3. Internet Design and Philosophy
4. Observational and Experimental Data
5. Legal and Ethical Aspects of Digital Marketing
6. Internal Company Operations
Part II Digital Networks as a Communications Medium
7. Consumer-Business Relationships
8. Business-Business Relationships
9. The Online Audience
10. Human Information Processing
11. Visual Design Practice
12. Writing for the Screen
13. Site Structure
14. Interactive Advertising
Part III Digital Networks as a Distribution Channel
15. Consumer Problem Solving Online
16. Consumer Search
17. Channels and Direct Channels
18. Mobile Devices
19. Selling Strategy
20. Hubs and Auctions
21. Information versus Inventory
Part IV Digital Networks as a Connection Service
22. Information Products
23. User-Generated Content
24. Virtual Communities 25. Social Media 26. Strategy in a Networked World
27. The Future of E-Marketing Index
Charles F. Hofacker is Carl DeSantis Professor of Business Administration in the College of Business at Florida State University, USA.