Table of Contents

Part I: BUILDING THE FOUNDATIONS OF DIGITAL MARKETING.
1. The Digital Marketing Landscape.
2. The Supply Chain Becomes a Value Ecosystem.
3. Business Models and Strategies.
4. Supporting the Digital Customer Journey.
5. Measuring and Evaluating Digital Marketing Programs.
Part II: CREATING VISIBILITY AND ATTRACTING CUSTOMERS.
6. Building an Effective Online Presence Through Web and Mobile.
7. Search Engine Marketing.
8. Paid Search and Social Advertising.
9. Social Media Marketing as a Cornerstone of Strategy.
10. Display and Mobile Advertising for Customer Acquisition.
Part III: MAINTAINING AND STRENGTHENING RELATIONSHIPS.
11. Email Marketing to Build Consumer and Business Relationships.
12. Content Marketing.
13. Demand Generation and Conversion in B2B Markets.
14. Customer Relationship Development and Retention Marketing.
Appendix: The Digital Marketing Plan –- Project Guidance.

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