Digital Marketing Management by Debra Zahay

Digital Marketing Management by Debra Zahay

The book's target is the executive or middle manager who needs to understand how to incorporate digital marketing into their organization at a strategic level. The book demonstrates how to incorporate digital strategy into firm strategy, focusing on the Resource-Based view, the Value Chain and basic positioning. The book then explains how basic strategy should flow through to the basic four digital marketing technologies, search, social, email and mobile. The importance of quality customer data as the foundation for these strategies is explained. Finally, guidelines for managing the successful implementation of these marketing technologies in the organization are covered. Practical guidelines and case examples will also be provided.

Zahay, Debra: - Debra Zahay is a Full Professor of Marketing and Department Chair of Marketing and Entrepreneurship at St. Edward's University in Austin, Texas, where she has overseen the inclusion of digital marketing and analytics in the undergraduate curriculum. She holds her doctorate in marketing from the University of Illinois, Dr. Zahay researches how firms can facilitate customer relationships, particularly using customer information. She has published extensively in marketing journals in the United States and Europe. She has served as a vice president on the Executive Board of the Chicago American Marketing Association and currently serves on the Board of the Marketing EDGE organization and the editorial board of the Journal of Marketing Analytics as well as that of Industrial Marketing Management. She has been the Editor-in-Chief of the Journal of Research in Interactive Marketing since 2012, guiding the explosive growth in influence of that journal.

SKU	Unavailable
ISBN 13	9781606499245
ISBN 10	1606499246
Title	Digital Marketing Management
Author	Debra Zahay
Condition	Unavailable
Binding Type	Paperback
Publisher	Business Expert Press
Year published	2015-01-30
Number of pages	170
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.