Digital Marketing: Foundations and Strategy

Digital marketing is most useful when its many channels work as part of a coherent strategy. Digital Marketing: Foundations and Strategy takes that view, guiding readers from the principles behind digital marketing to the campaigns and customer relationships those principles help shape.

This fifth edition is organized around three stages: building a strategic foundation, attracting customers, and maintaining stronger relationships. The result is a course-oriented introduction that connects marketing concepts with the digital tools used to put them into practice.

Start with strategy, value, and the customer journey

The opening section establishes the landscape of digital marketing, then considers value ecosystems, business models, the digital customer journey, and how marketing programs are measured. This foundation gives readers a way to think about individual tactics in relation to wider business and customer goals.

Explore the channels that build visibility

Website and mobile design, search engine marketing, paid search, social advertising, social media, and display advertising are covered as approaches to reaching and attracting customers. The discussion places these channels within marketing strategy rather than treating technology as an end in itself.

Build and sustain customer relationships

The final section examines email and content marketing, demand generation and conversion in B2B markets, and customer relationship development and retention. Together, these topics extend the book’s focus beyond first contact to the work of strengthening customer relationships over time.

A structured text for digital marketing study

Across its three parts, the book combines marketing theory and conceptual frameworks with coverage of campaign planning, execution, and evaluation. It also addresses developments and concerns identified in the edition’s preface, including mobile, privacy, social media, and changing digital tools. An appendix presents a comprehensive class project.

Students looking for a structured introduction to digital marketing will find a broad map of its central strategies and channels. Readers can follow the progression from foundations to customer acquisition and relationship-building, seeing how the pieces fit into a larger marketing program.