eMarketing : Digital Marketing Strategy (Paperback, 9 ed)

Part I Digital Marketing in Context 1 Past, Present, and Future 2 Strategic Digital Marketing and Performance Metrics 3 The Digital Marketing Plan Part II Digital Marketing Environment 4 Global Digital Marketing 3.0 5 Ethical and Legal Issues Part III Digital Marketing Strategy 6 Digital Marketing Research 7 Consumer Behavior Online 8 Segmentation, Targeting, Differentiation, and Positioning Strategies Part IV Digital Marketing Management 9 Product: The Online Offer 10 Price: The Online Value 11 The Internet for Distribution 12 Digital Marketing Communication: Owned Media 13 Digital Marketing Communication: Paid Media 14 Digital Marketing Communication: Earned Media 15 Customer Relationship Management Appendix A Internet Penetration Worldwide as of September 30, 2021. Appendix B Bibliography Index