Digital Marketing Strategy

For MBA and advanced undergraduate courses in strategy and e-marketing. Written by well-known author and academic, Glen Urban, this new text balances theoretical frameworks with practical details. Odd-numbered chapters explain concepts; even numbered chapters provide cases that illustrate the concep [...]
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For MBA and advanced undergraduate courses in strategy and e-marketing. Written by well-known author and academic, Glen Urban, this new text balances theoretical frameworks with practical details. Odd-numbered chapters explain concepts; even numbered chapters provide cases that illustrate the concepts. It is intended for students and practitioners who wish to expand their understanding of marketing and the role which digital technology plays in making marketing more effective. The book is ideal for marketing majors and MBA students who have taken a basic marketing course and are looking for in-depth exposure to advanced marketing strategies.