This user-friendly text book provides an engaging introduction to digital marketing to help you understand of the impact of digital channels on marketing operations. It introduces the essential terms, and practices of digital marketing and applies theory to explain the rationale for choosing to use a specific approach in a given context.
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Alin Ake-Kob, Slavisa Aleksic, Zoltán Alexin, Aurelija Blaževičienė, Anto Čartolovni, Liane Colonna, Carina Dantas, Anton Fedosov, Eduard Fosch-Villaronga, Francisco Florez-Revuelta, Zhicheng He, Aleksandar Jevremović, Andrzej Klimczuk, Maksymilian Kuźmicz, Lambros Lambrinos, Christoph Lutz, Anamaria Malešević, Renata Mekovec, Cristina Miguel, Tamar Mujirishvili, Zada Pajalic, Rodrigo Perez Vega, Barbara Pierscionek, Siddharth Ravi, Pika Sarf, Agusti Solanas, Aurelia Tamò-Larrieux· 2022