This award-winning textbook offers essential concepts and tools for marketing in a digital age, with a focus on digital and social media. The updated second edition addresses Covid-19's impact on consumer behavior and emphasizes sustainability, diversity, and inclusion. It includes over 30 case studies, critical thinking questions, and online resources for instructors.
The book explores the transformative landscape of online advertising and marketing in the Web 2.0 era, highlighting the challenges and opportunities for advertisers. It addresses the significant changes brought by platforms like Second Life, emphasizing the necessity for marketers to adapt to new models. Readers will find insights into successful case studies and practical guidelines to navigate the complexities of modern advertising, ensuring they avoid common pitfalls and make informed decisions in this evolving environment.