An unbiased, balanced guide to all aspects of digital marketing planning and strategy, from social media, mobile and VR marketing to objectives, metrics and analytics.

This textbook covers all the essentials for understanding and doing business in a digital world to help equip students for graduate success in a fast-changing, digitalised and technology-led business environment.

Explore all aspects of digital marketing with this accessible guide which blends theory, research, practice and application and includes a wide range of international case studies.