Description
Book SynopsisThis cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizationsâ digital marketing strategies can be developed and implemented.
Trade Review‘A great choice for a digital marketing textbook: a useful introduction for both practitioners and students. Equipped with practical examples and frameworks, Digital Marketing Strategy covers both strategic and tactical sides of digital marketing, which are discussed through the innovative MRACE (Measure, Reach, Act, Convert, Engage) model. Offering useful insights into digital marketing work, from strategic planning to daily operation, I recommend this book for students and educators.’ -- Joni Salminen, University of Vaasa, Finland
Table of ContentsContents: PART I STRATEGIC ANALYSIS AND PLANNING 1. An introduction to digital marketing 2. Analysis of the digitalized business environment 3. Digital marketing strategy PART II IMPLEMENTING MARKETING STRATEGY IN PRACTICE 4. Implementing strategy using the MRACE® model 5. Digital marketing channels and tools 6. Digital marketing work in practice 7. In closing: the future of digital marketing Bibliography Index
