This is a book on digital marketing – it is not a book on marketing per se. To get the best

from this book the reader should be aware of – though not necessarily an expert in –

common marketing theories, strategies and tactics. To spend time explaining aspects of

marketing – segmentation, for example – within this book would be to diminish the

focus on its titular subject area. The content is, therefore, driven by digital marketing

applications rather than elements of traditional marketing – though naturally there is

some commonality.

Nevertheless, it is inevitable that each chapter will integrate elements of marketing

within its subject area. For example, facets of the marketing mix are a constant throughout

the book – as are issues associated with buyer behaviour, product/service and

customer/consumer.