Table of Contents

Contents: PART I STRATEGIC ANALYSIS AND PLANNING 1. An introduction to digital marketing 2. Analysis of the digitalized business environment 3. Digital marketing strategy PART II IMPLEMENTING MARKETING STRATEGY IN PRACTICE 4. Implementing strategy using the MRACE® model 5. Digital marketing channels and tools 6. Digital marketing work in practice 7. In closing: the future of digital marketing Bibliography Index

About the Author

Niko Lahtinen, Principal Owner and Commercial Director, Suomen Digimarkkinointi Oy, Finland, Kimmo Pulkka, Partner and Head of the Content Marketing Unit, Suomen Digimarkkinointi Oy, Heikki Karjaluoto, Professor, Faculty of Information Technology, University of Jyväskylä, Finland and Joel Mero, Associate Professor of Marketing, School of Business and Economics, University of Jyväskylä, Finland

Reviews

‘A great choice for a digital marketing textbook: a useful introduction for both practitioners and students. Equipped with practical examples and frameworks, Digital Marketing Strategy covers both strategic and tactical sides of digital marketing, which are discussed through the innovative MRACE (Measure, Reach, Act, Convert, Engage) model. Offering useful insights into digital marketing work, from strategic planning to daily operation, I recommend this book for students and educators.’
*Joni Salminen, University of Vaasa, Finland*