[FREE] Fundamentals Of Digital Marketing Ebook Download PDF – Pearson 2017

Preface ……………………………………………………………………………………………………….. xv

Acknowledgments ………………………………………………………………………………………… xix

About the Author …………………………………………………………………………………………. xxi

UNIT I: BASICS OF DIGITAL MARKETING

Chapter 1: Introduction to Digital Marketing …… 1

    Evolution of Digital Marketing ………………………………………………………………………… 3

        From Traditional to Modern Marketing …………………………………………………………. 4

        Rise of the Internet: The Dotcom Era ……………………………………………………………. 6

    Digital Marketing: An Introduction …………………………………………………………………. 17

        Digital Marketing Channels: Types and Business Models ………………………………. 21

    Internet Marketing: Underlying Technology and Frameworks …………………………….. 28

    Digital Marketing Framework ……………………………………………………………………….. 35

        ASCOR Digital Marketing Framework …………………………………………………………. 39

Chapter 2: Digital Marketing Models Creation …… 50

    Factors Impacting Digital Marketplace ……………………………………………………………. 52

    Value Chain Digitization ………………………………………………………………………………… 62

    Digital Marketing Business Models …………………………………………………………………. 69

Chapter 3: The Consumer for Digital Marketing ……81

    Consumer Behavior on the Internet ………………………………………………………………… 83

    Managing Consumer Demand ………………………………………………………………………….. 96

    Integrated Marketing Communications (IMC) ………………………………………………….. 105

UNIT II: DIGITAL MARKETING STRATEGY DEVELOPMENT

Chapter 4: Digital Marketing Assessment Phase …… 115

    Elements of the Assessment Phase ……………………………………………………………….. 117

    Digital Marketing Internal Assessment ……………………………………………………………. 128

    Digital Marketing Objectives Planning ……………………………………………………………… 140

Chapter 5: Digital Marketing Strategy Definition …… 155

    Digital Marketing Strategy Groundwork …………………………………………………………… 157

    Defining the Digital Marketing Mix ………………………………………………………………….. 178

    Digital Marketing Strategy Roadmap ……………………………………………………………….. 190

UNIT III: DIGITAL MARKETING PLANNING AND SETUP

Chapter 6: Digital Marketing Communications and Channel Mix ……. 200

    Digital Marketing Planning Development ………………………………………………………….. 202

    Designing the Communication Mix ………………………………………………………………….. 217

    Introduction to Digital Marketing Channels ……………………………………………………….. 227

Chapter 7: Digital Marketing Operations Set-up …….243

    Understanding Digital Marketing Conversion ……………………………………………………. 245

    Basics of Web Development and Management …………………………………………………. 256

    User Experience, Usability, and Service Quality ………………………………………………… 265

UNIT IV: DIGITAL MARKETING EXECUTION

Chapter 8: Digital Marketing Campaign Management ……. 277

    Basic Elements of Digital Campaigns ………………………………………………………………. 279

    Implementing Intent-Based Campaigns (Search) ……………………………………………… 287

    Implementing Brand-Based Campaigns (Display) …………………………………………….. 309

    Campaign Analytics and Marketing ROI ………………………………………………………….. 334

Chapter 9: Digital Marketing Execution Elements …… 345

    Managing Digital Marketing Revenue ………………………………………………………………. 347

    Managing Service Delivery and Payment …………………………………………………………. 355

    Managing Digital Implementation Challenges ……………………………………………………. 364

UNIT V: DIGITAL BUSINESS – PRESENT AND FUTURE

Chapter 10: Digital Marketing-Landscape and Emerging Areas …… 375

    Digital Marketing—Global Landscape ……………………………………………………………… 378

    Digital Marketing—Emerging Trends (Big Data, IoT) …………………………………………. 394

Chapter 11: A Career in Digital Marketing …… 407

Bibliography ……………………………………………………………………………………………………. 417

Index ……………………………………………………………………………………………………………… 457

An Introduction to “Integrated Digital Marketing Strategy”

What is this book?

This textbook is a definitive, 450-page masterclass on the evolution, strategy, and execution of business in the digital age. It is much more than a collection of social media tips; it is a rigorous academic and professional blueprint.

The book is structured into five distinct Units that guide the reader from the historical “Basics of Digital Marketing” through the “Assessment Phase,” “Strategy Definition,” and into “Campaign Execution” and “Global Landscapes.” It effectively bridges the gap between traditional marketing principles and the high-tech requirements of the modern economy.

Who is the ideal reader?

This book is a versatile resource designed for several key audiences:

• MBA and Marketing Students: Who need a structured, theory-backed curriculum to understand the “whys” behind digital shifts.
• Traditional Marketing Executives: Seasoned professionals looking to pivot their skill sets and understand the transition from “Brick and Mortar” to “Bricks and Clicks.”
• Entrepreneurs and Small Business Owners: Those who need to build a “Digital Marketing Strategy Roadmap” from scratch.
• Digital Operations Managers: Professionals focused on the technical “plumbing” of a business, such as Web Development, UX design, and Payment Systems.

Detailed Review: Why This Textbook is a Professional Essential

A Logical, Phase-Based Framework

The most impressive feature of this work is its commitment to a phase-based approach. Most marketing books jump straight into “doing”—posting on social media or buying ads. This book insists on a “Unit II: Assessment Phase” first.

By requiring the reader to analyze the “Macro-Micro Environment” and “Core Competencies” (Chapter 4) before defining a strategy (Chapter 5), it teaches the reader how to think like a CMO rather than just a technician. It ensures that every marketing dollar spent is aligned with the company’s internal resources and external opportunities.

The Convergence of Tech and Psychology

This textbook excels at explaining the “Consumer for Digital Marketing” (Chapter 3). It goes beyond demographics to explore “Online Buying Behavior” and the “Influence of the Web Experience.”

When this psychological insight is paired with the technical chapters on “Web Development Management” and “User Experience” (Chapter 7), the reader gains a rare, 360-degree understanding of how to influence a customer from the first click to the final payment.

Execution with an Eye on the Bottom Line

Unit IV (“Digital Marketing Execution”) is where the book’s practical value truly shines. It provides deep dives into “Intent-Based Campaigns” (SEO/SEM) and “Brand-Based Campaigns” (Display).

Crucially, it doesn’t ignore the financial aspect; the focus on “Marketing ROI” and “Web Analytics” ensures that the reader understands how to prove the value of their work to the C-suite.

A Glimpse into the Future and Your Career

The final chapters (10 and 11) provide a forward-looking perspective on emerging trends like Big Data, IoT, and SoLoMo (Social-Local-Mobile).

By concluding with a dedicated chapter on “A Career in Digital Marketing,” the author provides a direct bridge between the classroom and the workplace, outlining the changing role of the modern CMO and potential career tracks.

The Final Verdict

If you are looking for a single source of truth for the digital marketing industry, this is it. It is an authoritative, data-heavy, and deeply practical resource. It transforms digital marketing from a series of disjointed tactics into a unified, powerful engine for business growth.

Whether you are building your first brand or managing a global enterprise, “Integrated Digital Marketing Strategy” is an indispensable investment in your professional library. It is, quite simply, the ultimate roadmap to mastering the digital business landscape.