Covers core aspects of digital marketing, including the digital marketing landscape, search engine optimization, website development for retail and B2B, online advertising, email marketing, social media marketing, and metrics and analytics, providing valuable insights for effective online marketing strategies.

Updated fifth edition to reflect the latest developments in social media marketing research and practice, and with new case studies and examples, including brands such as Apple, Cadbury, LUSH Cosmetics and Zoom.

Explores various aspects of digital marketing, including data analytics and measurement, digital transformation and innovations, customer experience and servicescapes, ethics and privacy, and the future of digital marketing communications, offering valuable insights for marketers navigating the digital landscape.