Digital Marketing
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This comprehensive textbook explains how organizations can build effective digital marketing strategies. It pairs academic models with practical skills, so students can see both the reasoning behind a plan and the tools needed to carry it out. Major topics include the use of data and analytics, personalised marketing, and the privacy and security concerns that come with online customer information. The authors also address the growing role of generative AI tools in the field.
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Designed for students of marketing, the book connects theory with the day-to-day realities of the digital marketplace, preparing readers for roles in an industry that changes quickly.
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