Digital Marketing

Strategy, Planning & Disruption

Annmarie Hanlon

Publisher: SAGE Publications, Incorporated

Published: 2025

ISBN-13: 9781529680430

ISBN-10: 1529680433

Pages: 488

Subjects: Business & Economics / Marketing / General, Business & Economics / Industries / Retailing, Business & Economics / Sales & Selling / General, Business & Economics / Commerce, Business & Economics / E-Commerce / Digital Marketing, Reference / General

2 study resources available for this textbook

About Digital Marketing

Your complete and accessible guide to all aspects of digital marketing, from tools and channels to strategy, planning and marketing management. This fully updated third edition explores the application of AI in marketing, how digital disruption leads to transformation, and the Metaverse and its different realities. It also highlights the UN Sustainable Development Goals in each chapter and how these apply to marketing. With an excellent blend of theory, research, practice and application, key features include: * New case studies from a range of global organizations from 20 countries, including Back Market, Spotify and Nykaa. * A new running case study throughout the book which looks at Uber. * Ethical Insights which highlight responsible marketing and support PRME. * Professional Skills which address employability.* Discover More and Digital Tools text boxes. * Activities, exercises and Smartphone Sixty Seconds® icebreakers which help students apply their understanding of each chapter....

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