The Internet and digital technology have changed how marketing is done. While the underlying principles of marketing remain the same, digital technologies provide new ways to improve the efficiency and effectiveness of strategic marketing activities. Digital Marketing Strategy: Text and Cases teaches new tools that make marketing more productive and emphasizes the usefulness of fundamental marketing theories in developing a response to the threats and opportunities created by the Internet.

• A strategic approach to marketing.

  • Shows students how the Internet can improve each step in the marketing strategy process.

• Emphasis on four principles-Follows a simple flow chart of the following concepts: Understand Customer Needs, Formulate a Strategy, Implement the Strategy, and Build Trust with Customers.

  • Allows students to understand the concept of building profitable growth that leads to long-term success.

• Utilization of technology in the selling process-Discusses such digital technology as customer relationship management software, sales force automation, wireless technology, marketing automation software, and decision support systems.

  • Provides students with methods to help fulfill customer needs as they work on the development of new products; shows students ways to use technology to sell to customers in the manner suited to how those customers make purchase decisions.

• Emphasis on the fundamental theories of marketing-Does not ignore the basics, but rather incorporates them into the present technological business climate.

  • Shows students that the fundamental theories of marketing remain useful in developing a response to the threats and opportunities created by the Internet.

• Conceptual chapters and case chapters-Alternate throughout the text: odd-numbered chapters explain concepts; even-numbered chapters provide cases that illustrate these concepts. Cases discussed include: Mothernature.com, Dell, Insite, Terra Lycos, MarketSoft, OSRAM Sylvania, Logistics.com, Travelocity, and Citibank Online.

  • Provides students with an easily-understood text that gives concrete examples for the theories provided.

• Numerous sidebars-Highlight the technological impact of strategic concepts.

  • Gives students a text that provides powerful visuals, an aid to study and review.

• Case Notes Download Site

"Digital Marketing Strategy demonstrates that when buyers and sellers have equal access to key information, innovative business designs and value can be generated. There is much you can learn from studying the evidence found in this book." - Vince Barabba, Retired from GM, General Manager, Corporate Strategy and Knowledge Development