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LEADER 00000cam  22003978i 4500 
005    20221024095145.0 
008    220624s2023    nyu      b    001 0 eng   
010    2022018446 
019    22665120 
020    9781032161587|q(hardback) 
020    9781032161495|q(paperback) 
020    |z9781003247319|q(ebook) 
040    DLC|beng|erda|cDLC 
042    pcc 
050 00 HF5415.1265|b.F76 2023 
100 1  Frost, Raymond,|d1960-|eauthor 
245 10 eMarketing :|bdigital marketing strategy /|cRaymond Frost,
       Alexa K. Fox and Terry Daugherty. 
250    Ninth edition. 
264  1 New York, NY :|bRoutledge,|c2023. 
300    vi, 435 p. :|bill ;|c25 cm 
500    Revised edition of the authors' E-marketing, 2018. 
504    Includes bibliographical references and index. 
520    "eMarketing, 9th edition, equips students with the solid 
       foundation in digital marketing required to excel in 
       practice and "think like a marketer". 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 organisations 
       globally. Pedagogical features support the theoretical 
       foundation throughout, incorporating "success stories," 
       "trend impact," 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"--|cProvided by publisher. 
650  0 Internet marketing 
700 1  Fox, Alexa K.,|eauthor 
700 1  Daugherty, Terry,|d1971-|eauthor 
700 1  Strauss, Judy.|tE-marketing 
776 08 |iOnline version:|aFrost, Raymond, 1960-|teMarketing
       |bNinth edition.|dNew York, NY : Routledge, Taylor & 
       Francis Group, 2023|z9781003247319|w(DLC) 2022018447