Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.

Introduction to Digital Marketing

Introduction to Digital Marketing

Introduction to digital marketing
Annmarie Hanlon Tracy L. Tuten

The SAGE Handbook of Digital Marketing strives to advance the study and understanding of digital marketing and presents the foundations for researchers and practitioners. Digital marketing is in the foreground for both academia and practice, contributing to a growing body of research (Hofacker et al., 2020). Defined as ‘using any digital technology to facilitate the marketing process, with the end goal of customer interaction, engagement and measurement’ (Zahay, 2021: 126), digital marketing is a focal point in much research (Hofacker et al., 2020). It is a domain that continuously evolves and thus there are many areas worthy of further investigation.

Digital marketing changes the ...

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