The SAGE Handbook of Digital Marketing

Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing.

Part 1: Foundations of Digital Marketing

Part 2: Methodologies and Theories in Digital Marketing

Part 3: Channels and Platforms in Digital Marketing

Part 4: Tools, Tactics and Techniques in Digital Marketing

Part 5: Management and Metrics in Digital Marketing

Part 6: Ethical Issues in Digital Marketing