eMarketing: Digital Marketing Strategy, 9/e (ISE)(Paperback)

The book connects digital marketing topics with 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 9th edition has been fully updated to include the most cutting-edge trends and topics, including SEO, customer experience, digital media consumption, analytics, big data and AI, and diversity and ethics. Case studies and examples have been updated across the book to demonstrate marketing practice in real organizations globally. Pedagogical features support the theoretical foundation throughout, incorporating "success stories" and "let’s get technical" boxes, as well as activities at the end of each chapter, to aid students in their understanding of, and ability to execute, successful digital marketing strategies.

Highly regarded and comprehensive, this textbook is core reading for undergraduate students studying digital marketing and digital business. Online resources include PowerPoint slides and a test bank.

這本書將數位行銷的主題與傳統行銷框架相連結，使學生更容易理解發展數位行銷計劃所涉及的概念和策略。以著重於績效指標和監控的策略方法，這是一本非常實用的書籍。第9版已全面更新，包括最前沿的趨勢和主題，包括SEO、客戶體驗、數位媒體消費、分析、大數據和人工智慧，以及多樣性和倫理。案例研究和範例已在全書中更新，以展示全球實際組織中的行銷實踐。教學特色支持理論基礎，包括“成功故事”和“讓我們來技術性地”方塊，以及每章結束時的活動，以幫助學生理解並能夠執行成功的數位行銷策略。

這本教科書在本科學生學習數位行銷和數位業務的過程中是核心閱讀材料。線上資源包括PowerPoint投影片和測驗題庫。

作者：Raymond D. Frost
現職：Ohio University

作者：Alexa K. Fox
現職：The University of Akron

作者：Terry M. Daugherty
現職：Indiana State University

作者：Raymond D. Frost
現職：俄亥俄大學

作者：Alexa K. Fox
現職：阿克倫大學

作者：Terry M. Daugherty
現職：印第安納州立大學

PART I: DIGITAL MARKETING IN CONTEXT
Ch 1 Past, Present, and Future
Ch 2 Strategic Digital Marketing and Performance Metrics
Ch 3 The Digital Marketing Plan

PART II: DIGITAL MARKETING ENVIRONMENT
Ch 4 Global Digital Marketing 3.0
Ch 5 Ethical and Legal Issues

PART III: DIGITAL MARKETING STRATEGY
Ch 6 Digital Marketing Research
Ch 7 Consumer Behavior Online
Ch 8 Segmentation, Targeting, Differentiation, and Positioning Strategies

PART IV: DIGITAL MARKETING MANAGEMENT
Ch 9 Product: The Online Offer
Ch10 Price: The Online Value
Ch11 The Internet for Distribution
Ch12 Digital Marketing Communication: Owned Media
Ch13 Digital Marketing Communication: Paid Media
Ch14 Digital Marketing Communication: Earned Media
Ch15 Customer Relationship Management

第一部分：數位行銷的背景
第1章：過去、現在和未來
第2章：策略性數位行銷和績效指標
第3章：數位行銷計畫

第二部分：數位行銷環境
第4章：全球數位行銷3.0
第5章：道德和法律問題

第三部分：數位行銷策略
第6章：數位行銷研究
第7章：線上消費者行為
第8章：分割、定位、差異化和定位策略

第四部分：數位行銷管理
第9章：產品：線上產品
第10章：價格：線上價值
第11章：分配的網際網路
第12章：數位行銷溝通：自有媒體
第13章：數位行銷溝通：付費媒體
第14章：數位行銷溝通：獲得的媒體
第15章：顧客關係管理