E-Marketing is the most comprehensive book on digital marketing,
covering all the topics students need to understand to "think like a
marketer".
The book connects digital marketing topics to 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 authors recognize that the digital
landscape is constantly and rapidly changing, and the book is structured
to encourage students to explore the digital space, and to think
critically about their own online behavior.
'Success stories', 'trend impact', and 'let's get technical' boxes, as
well as online activities at the end of each chapter provide students
with everything they need to be successful in creating and executing a
winning digital marketing strategy.