THE ONLY TEXTBOOK YOU NEED TO TEACH A CLASS IN DIGITAL MARKETING
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ABOUT THE AUTHORS
Jeff Larson graduated magna cum laude from Brigham Young University in 2002 with a major in statistics. He received a Master’s Degree in Applied Economics in 2005 and a PhD in Marketing in 2006, both from the University of Pennsylvania (Wharton School of Business). His research examines contextual influences in consumer behavior and decision making, combining skills in psychology-based experiments and advanced data analysis techniques. He has been published in the Journal of Marketing Research, the Journal of Consumer Psychology, and the International Journal of Research in Marketing. He is an Assistant Professor of Marketing at Brigham Young University, where he has taught courses in Marketing Research and Internet Marketing since 2007. Many of the nearly 300 students who have taken Jeff’s Internet Marketing course now work for top tech companies, including Google, Amazon, Pinterest, Adobe, Qualtrics, and Domo.
In his spare time, Jeff enjoys music and exercise. He sings with the Mormon Tabernacle Choir and competes with his Crossfit affiliate.
Stuart Draper graduated with a Bachelor of Science degree in Marketing from Brigham Young University – Idaho, where he was awarded the title of Newel K. Whitney Scholar. Years after graduating, he was asked by the university to teach web business as an adjunct faculty member. He has taught and mentored hundreds of college students on the subject of internet marketing. He has also hired and trained dozens of college students as online marketing interns and employees. He has been published on Search Engine Journal and his blogs have been featured on Search Engine Land, Search Engine Watch, and Search Engine Roundtable. He is the founder of Stukent, Inc. and a variety of other web properties. In 2008 he founded Get Found First, a Google Adwords Partner company that has helped hundreds of websites, from mom-and-pop shops to Fortune 100 companies with their online marketing. Since its inception, his company has managed millions of dollars in online advertising budgets. In 2012, Get Found First acquired QualityScores.com. If he isn’t in front of a computer, you are likely to find Stuart playing with his family or in the mountains somewhere. He is also fluent in Spanish and loves to travel to Mexico and Argentina.
Carlos Valdez (Spanish translator)
Carlos Valdez graduated from ITESM in 1992 with a major in Communications. He received a
Master’s Degree in Business Administration in 1996, in Marketing in 1999 and a PhD in Business Administration with concentration in Marketing in 2005, all from ITESM (EGADE School of Business). For his Doctoral degree he earned 24 graduate credits at University of Florida and he received the 2005 Doctoral Dissertation Award from the American Academy of Advertising (AAA). He has been a Visiting Professor at Florida State University in the Center for Hispanic Marketing and Chair of the Business Department at Keiser University. His international experience includes teaching face-to-face marketing courses and seminars in Mexico, Nicaragua and Peru. He is a Lecturer Professor of Marketing at University of Central Florida, where he has taught courses in Digital Marketing, Integrated Marketing Communications, Principles of Marketing and Marketing Strategy since 2010. Through his classes and with his students they have served more than 80 small businesses in Central Florida, and counting, with marketing projects. In his spare time, Carlos enjoys having fun with his family in recreational activities trough Florida, especially at the beach.
TABLE OF CONTENTS
1. Internet Marketing Foundations
2. How Search Engines Work
3. On-Site SEO
4. Off-Site SEO
5. Paid Search Marketing
6. Online Advertising
7. Landing Page Optimization
9. Email Marketing
10. Social Media 1
11. Social Media 2
12. Online PR and ORM
13. Mobile Marketing