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Digital Marketing Foundations and Strategy, 5th Edition

Debra Zahay, Lauren Labrecque, Brooke Reavey, Mary Lou Roberts

  • Copyright 2024
  • {{checkPublicationMessage('Published', '2023-09-28T00:00:00+0000')}}
Starting At $77.95 See pricing and ISBN options
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Digital Marketing Foundations and Strategy 5th Edition by Debra Zahay/Lauren Labrecque/Brooke Reavey/Mary Lou Roberts
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Overview

Zahay/Labrecque/Reavey/Roberts' DIGITAL MARKETING FOUNDATIONS AND STRATEGY, 5th EDITION delivers comprehensive coverage grounded in strategy concepts, making it easy for students to translate material from other marketing and business courses into the practice of digital marketing. Streamlined chapters combine extant marketing theory and introduce conceptual frameworks to provide students with a foundational understanding of digital marketing issues. The updates to this edition include 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 DIGITAL MARKETING FOUNDATIONS AND STRATEGY.

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Meet the Authors

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Debra Zahay

Dr. Debra Zahay is a full professor of marketing at St. Edward's University in Austin, Texas. She has overseen the inclusion of digital marketing and analytics in the undergraduate and graduate curriculums. Dr. Zahay researches how firms can facilitate customer relationships using digital technology, particularly using customer information effectively. She served as a vice president on the executive board of the Chicago American Marketing Association and the board of the Marketing EDGE organization. She currently serves on the editorial boards of Industrial Marketing Management, Journal of Marketing Analytics and Journal of Marketing Education. She was editor-in-chief of the Journal of Research in Interactive Marketing from 2012–2017, where she guided the explosive growth and expanding influence of that journal. She has co-authored 30 academic articles and an additional Cengage text on social media marketing and has authored a short book for teaching digital marketing in master's-level courses. She holds her Ph.D. in marketing (business administration) from the University of Illinois.

Lauren Labrecque

Dr. Lauren Labrecque is an associate professor of marketing and the marketing area coordinator at the University of Rhode Island. Her primary research interests include sensory marketing (focus on color) and digital marketing (including digital empowerment, consumer privacy, social media engagement, and parasocial interactions). Her research has been published in peer-reviewed academic journals, including Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Retailing, Journal of Interactive Marketing, Psychology & Marketing and Marketing Letters. She currently serves on the editorial boards of the Journal of Interactive Marketing, Journal of Business Research and Psychology & Marketing. Dr. Labrecque earned her Ph.D. in marketing (business administration) from the University of Massachusetts, Amherst.

Brooke Reavey

Dr. Brooke Reavey is a Fulbright Scholar and associate professor of marketing at the Brennan School of Business, Dominican University. Her work has been published in scholarly outlets such as the International Journal of Advertising, Journal of Marketing Education and Marketing Education Review, among others. Brooke's academic work focuses on the intersection between digital marketing and market research. She serves in leadership roles within the AMA, Chicago Chapter and the Insights Association, North Central Chapter. Dr. Reavey earned her Ph.D. in marketing from Drexel University.

Mary Lou Roberts

Dr. Mary Lou Roberts was professor emeritus of management and marketing at the University of Massachusetts, Boston. She earned her Ph.D. in marketing from the University of Michigan and taught marketing and related courses for over 20 years. Dr. Roberts served as senior author of DIRECT MARKETING MANAGEMENT and co-author of this book. She published extensively in marketing journals in the United States and Europe. In 1997, Dr. Roberts's article, "Expanding the Role of the Direct Marketing Database" was included in the Journal of Direct Marketing Best of the Decade Ten Year Retrospective. She was an active member of many professional organizations and served on a number of local and national boards, including the American Marketing Association, Mass Audubon and the Advisory Board of Professional Organizations of the U.S. Department of the Census. Dr. Roberts passed in January of 2020, leaving a significant gap in today's marketing and management educational profession.

What's New

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  • The updated title better reflects current market terminology. The first chapter introduces digital marketing using a definition that emphasizes the interactivity and engagement that is present in successful digital marketing.
  • Grounded in strategy concepts, the content makes it easy for students to translate material from other marketing and business courses into the practice of digital marketing.
  • Direct marketing strategies are integrated throughout DIGITAL MARKETING FOUNDATIONS AND STRATEGY rather than in a separate chapter in order to connect the direct marketing roots of digital marketing. This change makes it easy for students to apply direct marketing concepts to practices.
  • The concepts of conversion and call to action in particular are used throughout DIGITAL MARKETING FOUNDATIONS AND STRATEGY. Students see how these concepts are relevant in search, web design and email marketing in particular.
  • A new appendix with tips and strategies for running a class project, often the capstone of a digital marketing course, is included. The outdated GOMC Appendix is removed. The new appendix covers issues of finding a real-life client as well as for a "client" that is a public company or NGO with readily available information.
  • This text provides a context for the study of digital marketing in marketing strategy and the value ecosystem. Rather than focusing solely on technology, students must consider who the customer is and how they might respond best to digital marketing efforts.

Features

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  • Information technology concepts are presented in a way that are easy to grasp: Students must understand the basics of the underlying technology that supports Internet marketing. This text makes rather complex IT concepts understandable to the student who has only the required MIS basics.
  • Digital marketing is presented throughout as a global phenomenon because the Internet is a world without walls. Global material and examples are used throughout DIGITAL MARKETING FOUNDATIONS AND STRATEGY and integrated into the subject matter.
  • Digital Marketing Exercises give students an opportunity to explore the topics and discussions in the chapter in the real-life setting of the Internet.
  • Numerous screen captures from the Internet showcase real-world and timely examples of concepts from DIGITAL MARKETING FOUNDATIONS AND STRATEGY.

Table of Contents

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Part I: BUILDING THE FOUNDATIONS OF DIGITAL MARKETING.
1. The Digital Marketing Landscape.
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. Building an Effective Online Presence Through Web and Mobile.
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.
Appendix: The Digital Marketing Plan –- Project Guidance.

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Each MindTap product offers the full, mobile-ready textbook combined with superior and proven learning tools at one affordable price. Students who purchase digital access can add a print option at any time when a print option is available for their course.

This Cengage solution can be seamlessly integrated into most Learning Management Systems (Blackboard, Brightspace by D2L, Canvas, Moodle, and more) but does require a different ISBN for access codes. Please work with your Cengage Learning Consultant to ensure the proper course set up and ordering information. For additional information, please visit the LMS Integration site.

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  • ISBN-10: 0357907752
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  • ISBN-10: 0357720784
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Supplements

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Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

FOR STUDENTS

MindTap for Zahay/Labrecque/Reavey/Roberts' Digital Marketing Foundations and Strategy, 1-term Instant Access

ISBN: 9780357907757
MindTap for Zahay/Labrecque/Reavey/Roberts' Digital Marketing Foundations and Strategy, 5th edition is the digital learning solution that powers students from memorization to mastery. It gives you complete control of your course -- to provide engaging content, to challenge every individual and to build student confidence. Empower students to accelerate their progress with MindTap. MindTap: Powered by You. MindTap gives you complete ownership of your content and learning experience. Customize the interactive syllabi, emphasize the most important topics and add your own material or notes in the eBook.

MindTap with LivePlan for Zahay/Labrecque/Reavey/Roberts' Digital Marketing Foundations and Strategy, 1 term Instant Access

ISBN: 9798214039589
MindTap with LivePlan for Zahay/Labrecque/Reavey/Roberts' Digital Marketing Foundations and Strategy, 5th edition is the digital learning solution that powers students from memorization to mastery. It gives you complete control of your course -- to provide engaging content, to challenge every individual and to build student confidence. Empower students to accelerate their progress with MindTap. MindTap: Powered by You. MindTap gives you complete ownership of your content and learning experience. Customize the interactive syllabi, emphasize the most important topics and add your own material or notes in the eBook.