This book has covered the major issues related to digital marketing today. Its premise has been the importance of understanding the process of digital marketing in a strategic context. Prior developments in marketing thought and terminology led to the development of digital marketing as a widely used term for using marketing technology to foster interactivity and engagement (see Figure 11.1). The company web/mobile site, e-mail, social media, and search strategies and marketing goals and objectives should all function together. This integration is difficult to accomplish if each functional area in the company is working on a different strategy. Certainly, education of managers and entry-level employees in this area ...
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