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Digital marketing has never been as important as it is today. In addition to covering modern digital marketing tools, the book emphasizes current trends and presents ways to implement them.
Value creation frameworks: Highlight how organizations create value.
Privacy and security issues frameworks: Focus on consumer safety and protection.
Legal and ethical issues frameworks: Introduce students to key regulations and ethical concerns (use of images, location-based targeting, intellectual property, email marketing).
Global digital marketing thinking frameworks: Present how digital marketing is applied in various countries around the world.
At the end of each chapter, there is useful review and learning material (key terms, summary, questions, etc.).
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