Digital Marketing Foundations and Strategy 5th Edition Zahay ISBN: 9780357720738 TEST BANK

Digital Marketing Foundations and Strategy 5th Edition Zahay ISBN: 9780357720738 TEST BANK

Test Bank for Digital Marketing Foundations and Strategy, 5th Edition, Debra Zahay, Mary Lou Roberts, Brooke Reavey, Mary Lou Roberts, ISBN-10: 0357720733, ISBN-13: 9780357720738

Table of Contents

Part I: BUILDING THE FOUNDATIONS OF DIGITAL MARKETING.
1. The Digital Marketing Landscape.
2. The Supply Chain Becomes a Value Ecosystem.
3. Business Models and Strategies.
4. Supporting the Digital Customer Journey.
5. Measuring and Evaluating Digital Marketing Programs.

Part II: CREATING VISIBILITY AND ATTRACTING CUSTOMERS.
6. Building an Effective Online Presence Through Web and Mobile.
7. Search Engine Marketing.
8. Paid Search and Social Advertising.
9. Social Media Marketing as a Cornerstone of Strategy.
10. Display and Mobile Advertising for Customer Acquisition.

Part III: MAINTAINING AND STRENGTHENING RELATIONSHIPS.
11. Email Marketing to Build Consumer and Business Relationships.
12. Content Marketing.
13. Demand Generation and Conversion in B2B Markets.
14. Customer Relationship Development and Retention Marketing.