Solutions for Digital Marketing Foundations and Strategy, 5th Edition Zahay (All Chapters included)
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Complete Solutions Manual for Digital Marketing Foundations and Strategy, 5th Edition by Debra Zahay, Lauren Labrecque, Brooke Reavey, Mary Lou Roberts ; ISBN13: 9780357720738. (Full Chapters included Chapter 1 to 14)....1. The Digital Marketing Landscape.
2. The Supply Chain Becomes a Value Ecosy...
Instructor Manual
Zahay, Labrecque, Reavey & Roberts: Digital Marketing Foundations and Strategy,
5e, 9780357720738, 2024; Chapter 1: The Digital Marketing Landscape and
Foundations
TABLE OF CONTENTS
Purpose and Perspective of the Chapter ................................................................................................... 2
List of Student Downloads........................................................................................................................ 3
Chapter Objectives ..................................................................................................................................... 3
Key Terms ................................................................................................................................................... 3
What’s New in This Chapter ..................................................................................................................... 4
Chapter Outline .......................................................................................................................................... 5
Discussion Questions ................................................................................................................................. 10
Additional Activities and Assignments ................................................................................................... 14
Additional Resources ................................................................................................................................ 14
Internet Resources ................................................................................................................................... 14
Complete Chapter Solutions Manual
are included (Ch 1 to 14)
** Immediate Download
** Swift Response
** All Chapters included
,PURPOSE AND PERSPECTIVE OF THE CHAPTER
Chapter 1 combines Chapters 1 and 4 from the previous edition. The idea is to set the stage for the
strategic emphasis of the book while still acknowledging the direct response and database marketing roots
of digital marketing. Adopters may notice the title change of the book from Internet Marketing in a
Digital Environment to Digital Marketing: Strategy and Foundations to reflect the emphasis on both
strategy and “how to.” While this book has always distinguished itself by its strong emphasis on strategic
marketing and the direct marketing foundations of the internet, these concepts are now boldly front and
center in this chapter.
The term “digital marketing” has become pervasive, so in this edition we used that term while keeping the
emphasis on strategic thinking. We do respect in this text that digital marketing would not be the only
term used to refer to these activities. New to this chapter is a comprehensive definition of digital
marketing, which includes engagement and a focus on the customer.
Combining the direct marketing foundations chapter and the introductory chapter allows for the introduction of
the classic elements of direct marketing (planned contacts, variety of media, lead or order, database,
measurable expandable) and the generic marketing objectives (Acquisition, Conversion, Retention, and Value
Growth) early in the text. These principles form the basics of digital marketing elaborated upon later in the
text. This is important because these basic direct marketing strategies are the foundational strategies of digital
marketing. Combining Chapters 1 and 4 meant that some of the more technical information about marketing
databases were removed from the book. This material was always a little hard for undergraduates to grasp in
detail, but the importance of customer data has been retained in the text.
The perspective of this chapter is also on the disruptive change caused by the digital environment and the
corresponding digital transformation that businesses of all kinds must undergo. Steve Case’s Waves of
Change concept has been replaced by the Four Waves of the Industrial Revolution, which still shows that
we are moving to an Internet of Everything (or the Internet of Things), but also how virtual and
augmented reality will affect the future.
The topics of digital disruption and digital transformation are discussed. There is an updated version of
the digital capabilities framework that powers digitation transformation that incorporates, among other
new elements, the importance of the employee experience in digital transformation. Several disruptive
technologies are discussed, including artificial intelligence (AI), virtual reality (VR), and augmented
reality (AR).
The section that profiles digital users also highlights major trends and is intended to put the strategy
background into the context of the explosive growth of the web. Updated information is given on the
characteristics of the global digital population and how they use the internet and mobile technology. The case
study of Domino’s Pizza is new and illustrates the use of digital technology to transform an apparently simple
business of pizza making and asks if Domino’s is really a pizza company or a technology one.
, LIST OF STUDENT DOWNLOADS
Students should download the following items from the Student Companion Center to complete the
activities and assignments related to this chapter:
• Downloadable Student PowerPoints
CHAPTER OBJECTIVES
The following objectives are addressed in this chapter:
1. Define digital marketing from a dynamic perspective.
2. List the elements of direct marketing.
3. List the elements of the internet that make it a direct response medium.
4. List the generic marketing objectives that form the basis for digital marketing strategies.
5. Define the critical strategy elements of direct marketing.
6. Describe the implications of disruptive change on digital marketing.
7. List the waves of change and relevant technologies.
8. Compare the concepts of digital disruption and digital transformation.
9. List major trends in the use of digital marketing.
[return to top]
KEY TERMS
Artificial intelligence (AI): the ability of a computer to mimic human behaviors.
Augmented reality (AR): an enhanced version of reality created by superimposing computer-generated
images on top of the user’s view of the real world.
Cloud computing: a network of remote servers hosted on the internet, not a local server or computer hard
drive, to store data and programs and to process data.
Customer lifetime value (CLV): the monetary value of a customer over time.
Customer relationship management or marketing (CRM): the process of managing and tracking
customer relationships across channels.
Data: raw, unprocessed facts and numbers. Data mining analytic processes and specialized analytic tools
are used to extract meaning from very large data sets.
Digital disruption: change caused by digital technologies that disrupts ways of thinking and acting.
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