Books Digital Marketing Foundations and Strategy Book by Debra Zahay

"Digital Marketing Foundations and Strategy" (5th Edition) by Debra Zahay is a comprehensive textbook that provides students with a solid grounding in digital marketing through a strategic framework. The book integrates marketing theory and practical frameworks to help readers apply concepts from other marketing and business courses directly to digital marketing practice.

Key features of the textbook include:

Coverage of the digital marketing landscape, evolving business models, and the digital customer journey.

Emphasis on creating online visibility through effective web and mobile presence, search engine marketing (organic and paid), social media marketing, and display and mobile advertising.

Focus on maintaining customer relationships via email marketing, content marketing, demand generation, conversion strategies especially in B2B markets, and retention marketing.

Integration of contemporary topics such as account-based marketing trends, AI, marketing automation, regulatory issues, and Google algorithm changes.

A strategic approach that links digital marketing tactics with core business objectives like customer acquisition, conversion, retention, and growing customer value.

The book is structured into three parts for clarity and progressive learning:

Building the Foundations of Digital Marketing – Includes topics like the digital marketing landscape, value ecosystems, business models, supporting the customer journey, and measuring digital marketing effectiveness.

Creating Visibility and Attracting Customers – Focuses on web and mobile presence, search engine marketing, paid search and social advertising, social media marketing as a key strategic tool, and display/mobile advertising for customer acquisition.

Maintaining and Strengthening Relationships – Covers email marketing, content marketing, demand generation, conversion in B2B markets, and strategies for customer relationship development and retention.