Overview

The field of marketing has seen an evolution in how brands communicate with consumers, how consumers communicate with brands, and how consumers communicate with each another. Digital technologies such as mobile phones, the internet, social media, and email and have contribute to what is known as the digital marketing landscape. While the basic principles of marketing have remained the same, the ways in which we accomplish marketing goals has seen significant advancements in recent years. Digital marketing offers unique ways to meet consumers where they are, engage with potential and existing consumers, capture the voice of the consumer; allow consumers to be part of a brands marketing message and narrative. This book is geared towards both students and professionals looking to explore the interconnectedness of digital technologies for marketing and branding purposes. This book offers an overview of the digital marketing landscape and how the various elements of digital work symbiotically. When the power of an integrated digital strategy is optimized, both consumers and brands benefit. This book will serve as a practical guide for both students and professionals in a variety of settings. Readers will become familiar with terminology, understand how the different areas of digital marketing connect and work together, and gain the knowledge needed to generate valuable and actionable managerial insights for informed decision-making.

Full Product Details

9781637420348

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Reviews

A brand is nothing but a promise delivered. Marketing has evolved dramatically, becoming even more present in the digital age. Dr. Jessica Rogers's book serves as the perfect guide for anyone looking to understand the intricacies of branding, marketing, and how each brand delivers on their promises to their customers. --Jeffrey Hayzlett, Primetime TV & Podcast Host, Speaker, Author and Part-Time Cowboy

Author Information

Dr. Jessica Rogers holds a BS in business administration and marketing, an MS in marketing, and a PhD in business administration with a specialization in marketing. Her research centers on organic social media marketing engagement, brand loyalty, and Gen X females.

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