Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital M

This book explains the basic principles of digital marketing and helps with the understanding of search engines, and how search engines work and also it helps t

This text begins by introducing basic concepts from the ground up, such as the marketing environment, customer behaviour and segmentation and positioning.

Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end of chapter cas