ESCP Europe

This textbook provides a comprehensive introduction to digital marketing strategy and practice, combining established marketing models with contemporary digital tools and applications. It begins with digital-marketing fundamentals, online marketplace analysis and digital consumer behaviour before examining strategy, branding, the marketing mix and data-driven customer relationship management. The practical sections address digital customer experience, campaign planning, digital-media communications and the measurement and improvement of channel performance. Particular attention is paid to the ways data and analytics enable organisations to understand customers, personalise communications and evaluate marketing activities. The ninth edition also addresses artificial intelligence and generative AI, including their potential uses in marketing. Case studies, exercises and practical examples connect academic concepts with organisational practice, making the book particularly suitable for students preparing for careers in digital marketing.