17
Digital Marketing
OBJECTIVES OUTLINE
- OBJECTIVE 17-1 Define digital marketing and discuss its rapid growth and benefits to customers and companies.
- OBJECTIVE 17-2 Discuss the consumer and market research required to design an effective digital marketing campaign.
- OBJECTIVE 17-3 Discuss the different digital channels and media and explain how companies employ them to create an omni-channel marketing strategy.
- OBJECTIVE 17-4 Identify and discuss the public policy issues presented by digital marketing.
CHAPTER PREVIEW
In previous chapters, you explored the basics of marketing. You learned that the aim of marketing is to engage customers and to create value for them in order to capture value from them in return. Good marketing companies win, ...
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