Digital marketing. Communicating, selling and connecting

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Nombre del producto:
Digital marketing. Communicating, selling and connecting
Fecha de edición:
15 jun. 2018
Número de Edición:
Hofacker, Charles F.
Lugar de edición:
Reino Unido

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.

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