Digital Marketing_Strategy

Preface xiii

About the authors xxiv

Acknowledgements xxv

Part 1 Digital marketing fundamentals 2

1 Introducing digital marketing 4

2 Online marketplace analysis: micro-environment 54

3 The online macro-environment 118

Part 2 Digital marketing strategy development 174

4 Digital marketing strategy 176

5 The impact of digital media and technology on the marketing mix 248

6 Relationship marketing using digital platforms 298

Part 3 Digital marketing: implementation and practice 352

7 Delivering the online customer experience 354

8 Campaign planning for digital media 418

9 Marketing communications using digital media channels 476

10 Evaluation and improvement of digital channel performance 548

11 Business-to-consumer digital marketing practice 592

12 Business-to-business digital marketing practice 622

Glossary 649

Index 679