Digital Marketing Foundations and Strategy, 5th Edition Debra Zahay – TESTBANK

Test Bank For Digital Marketing Foundations and Strategy, 5th Edition Debra Zahay

1. ISBN-10

   0357720733
2. ISBN-13

   978-0357720738
3. Zahay,Labrecque,Reavey, and Roberts’ DIGITAL MARKETING FOUNDATIONS AND STRATEGY, 5th EDITION offers a comprehensive exploration of digital marketing. By using strategic concepts as its cornerstone, the text enables students to easily apply material from other marketing and business courses to digital marketing practices. Each chapter combines marketing theory with conceptual frameworks, providing students with a solid understanding of key digital marketing issues. This edition includes updates on the COVID pandemic’s impact, trends in account-based marketing, and Google algorithm updates. The text also addresses legal and regulatory issues, as well as the integration of AI and marketing automation, throughout.

   About the Author

   Dr. Debra Zahay is a full professor of marketing at St. Edward’s University in Austin, Texas. She has overseen the inclusion of digital marketing and analytics in the undergraduate and graduate curriculums. Dr. Zahay researches how firms can facilitate customer relationships using digital technology, particularly using customer information effectively. She served as a vice president on the executive board of the Chicago American Marketing Association and the board of the Marketing EDGE organization. She currently serves on the editorial boards of Industrial Marketing Management, Journal of Marketing Analytics and Journal of Marketing Education. She was editor-in-chief of the Journal of Research in Interactive Marketing from 2012-2017, where she guided the explosive growth and expanding influence of that journal. She has co-authored 30 academic articles and an additional Cengage text on social media marketing and has authored a short book for teaching digital marketing in master’s-level courses. She holds her Ph.D. in marketing (business administration) from the University of Illinois.