Product Description
by Debra Zahay (Author)
This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing.
Told from the perspective of marketing strategy, it puts digital marketing in the context of firm strategy selection. The first step in digital marketing is to understand your company and your brand. The next step is to put content and keywords on your web and mobile sites so that they can be found in search. Then use the delivery platforms of digital content, e-mail, social, and mobile, to deploy that content to the customer. The final topics in the book focus on the importance of data management and privacy as well as the emerging roles of analytics, artificial intelligence and marketing automation.
Without quality data, no digital marketing program can be successful. This data can then be used in data analytics applications for predictive modeling. After reading this book, the reader will have a good idea of where to start on the path to an integrated digital marketing management strategy. Each chapter concludes with a list of action steps or "what to do next" to get started on implementing a digital marketing strategy as well as review questions and key terminology.
Author Biography
Dr. Debra Zahay is full professor of marketing and director of the Master of Science in digital marketing and analytics at St. Edward's University in Austin Texas. She holds her PhD from the University of Illinois, Urbana, -Champaign, her MBA from Northwestern University in Evanston, Illinois, her JD from Loyola University in Chicago, Illinois and her AB from Washington University in St. Louis, Missouri. Dr. Zahay researches how firms use customer information for competitive advantage. She has published extensively and presented her work at many academic and practitioner conferences. She has co-authored two additional textbooks in digital and social media marketing.
