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Digital Marketing
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Digital Marketing
Strategy, Planning & Disruption

Third Edition
Additional resources:


March 2025 | 496 pages | SAGE Publications Ltd
Your complete and accessible guide to all aspects of digital marketing, from tools and channels to strategy, planning and marketing management. This fully updated third edition explores the application of AI in marketing, how digital disruption leads to transformation, and the Metaverse and its different realities. It also highlights the UN Sustainable Development Goals in each chapter and how these apply to marketing. 

With an excellent blend of theory, research, practice and application, key features include: 
• New case studies from a range of global organizations from 20 countries, including Back Market, Spotify and Nykaa. 
• A new running case study throughout the book which looks at Uber. 
• Ethical Insights which highlight responsible marketing and support PRME. 
• Professional Skills which address employability.
• Discover More and Digital Tools text boxes. 
• Activities, exercises and Smartphone Sixty Seconds® icebreakers which help students apply their understanding of each chapter. 

Essential reading for all students and practitioners of digital marketing.
List of Cases

 
List of Figures

 
List of Tables

 
About the Author

 
Preface to the Third Edition

 
Acknowledgements

 
Praise for DIgital Marketing

 
Online Resources

 
 
Part 1: Digital Marketing Essentials
 
Chapter 1: The Digital Marketing Environment
 
Chapter 2: The Digital Consumer
 
Part 2: Digital Marketing Tools and Channels
 
Chapter 3: Content and Email Marketing
 
Chapter 4: Websites, SEO and Paid Adverts
 
Chapter 5: Social Media Marketing
 
Chapter 6: Online Communities
 
Chapter 7: Mobile Marketing
 
Chapter 8: Marketing in the Metaverse
 
Part 3: Digital Marketing Strategy and Planning
 
Chapter 9: Digital Marketing Audit
 
Chapter 10: Digital Marketing Strategy and Objectives
 
Chapter 11: Building the Digital Marketing Plan
 
Part 4: Digital Marketing Management
 
Chapter 12: Managing Resources and Reporting
 
Chapter 13: Digital Marketing Metrics and Analytics
 
Chapter 14: Digital Marketing Disruption and Transformation
References

 
Index

 

This edition is good. The amount and diversity of ped activities is what I think makes this book great. With the workbook we have all that we need for our extended course in skill-based experience of planning and implementing a digital marketing plan.

Cathrine von Ibenfeldt
BI Norwegian Business School

It is a very helpful and comprehensive book on Digital Marketing Strategy, that could improve on the link between Strategy and Implementation and Academic Information & Practical Information. Include more visuals like pictures, tables and figures for better comprehension and learning.

 

Cross refence more between chapters and perhaps refer also to digital resources more.

Inga Mons
NHL Stenden University of Applied Sciences

Some further changes to get the structure of the 2nd edition right, and some reinforcement of technical chapters are warranted. But more importantly, it is really paramount to reinforce throughout the book the link with relevant academic research. It’s not there yet and even the recommended journals are oddly appointed vs. the current scholarly debate around key topics.

Lara Stocci
University of South Australia

The contents of the chapters are well selected. The language is easy to understand for a variety of students. I would expect more visual examples in all chapters as the students link the topic easier when they see real life examples. The learning features are well thought but they might be intrusive if they are used a lot in the chapters. The chapter structure & design can be revisited to make the sections more consistent (some chapters have too many subheadings while some chapters rely on long paragraphs). The figures could be more professionally designed.

Ediz Akcay
Bournemouth University

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ISBN: 9781529680430
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