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Digital Marketing: Foundations and Strategy

Author(s): Debra Zahay | Lauren Labrecque | Brooke Reavey | Mary-Lou Roberts

ISBN: 9789366601038

5th Edition

India Release: 2026

₹950

Binding: Paperback

Pages: 448

Trim Size: 279 x 216 mm

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Zahay/Labrecque/Reavey/Roberts' DIGITAL MARKETING FOUNDATIONS AND STRATEGY, 5th EDITION provides students with a comprehensive understanding of digital marketing. Using strategy concepts as its foundation helps students to easily translate material from other marketing and business courses into the practice of digital marketing. Chapters combine marketing theory and conceptual frameworks to provide students with a foundational understanding of digital marketing issue. This edition includes relevant updates on 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 the text.

Accessible IT Foundations: Explains essential information technology concepts in a clear, student‑friendly manner, requiring only basic MIS knowledge.
Strong Technology–Marketing Link: Helps students grasp the underlying technologies that enable and shape Internet and digital marketing.
Global Perspective: Presents digital marketing as inherently global, reflecting the borderless nature of the Internet. Integrates global cases and illustrations consistently throughout the text.
Applied Learning Focus: Includes Digital Marketing Exercises that encourage hands‑on exploration in real online environments.
Real‑World Relevance: Uses numerous up‑to‑date Internet screen captures to demonstrate concepts with timely, practical examples.
Strategy‑Led Approach: Strongly grounded in marketing and business strategy, enabling students to apply concepts learned in other courses to digital marketing.
Integrated Direct Marketing Roots: Direct marketing concepts are embedded throughout the text rather than isolated, reinforcing the historical and conceptual foundations of digital marketing.
Emphasis on Conversion & Call to Action: These core concepts are used consistently across topics such as search, website design, and email marketing.

Part I: BUILDING THE FOUNDATIONS OF DIGITAL MARKETING
1. The Digital Marketing Landscape and Foundations
2. The Supply Chain Becomes a Value Ecosystem
3. Business Models and Strategies
4. Supporting the Digital Customer Journey
5. Measuring and Evaluating Digital Marketing Programs
Part II: CREATING VISIBILITY AND ATTRACTING CUSTOMERS
6. Developing and Maintaining Effective Online and Mobile Websites
7. Search Engine Marketing
8. Paid Search and Social Advertising
9. Social Media Marketing as a Cornerstone of Strategy
10. Display and Mobile Advertising for Customer Acquisition
Part III: MAINTAINING AND STRENGTHENING RELATIONSHIPS
11. Email Marketing to Build Consumer and Business Relationships
12. Content Marketing
13. Demand Generation and Conversion in B2B Markets
14. Customer Relationship Development and Retention Marketing