What I would suggest to an instructor who is considering adopting the book is using the concept framework and supplement with more recent e-commerce stats and case studies.
The author did explain the jargon and technical terminology fairly well. The 4-step strategical framework and the corresponding subtitles make it easy to break the content into smaller modules. Instructors who adopt this textbook can easily pick and choose what topics they would like to include in their courses. The Think, Create, Engage and Optimize steps lead the students go through the necessary thought process of someone who wants to do digital marketing.
The broken information may cause students lack of interest in the textbook or lose their trust towards the textbook. I was also hoping that the URL links would work too. Right now, in the 5th edition, you can only copy and paste the hyperlinks into a browser to see the content. Overall, the content is culturally neutral. The text was written in British English and some of the hyperlinks provided in the textbook were South African versions. The instructor may need to remove unnecessary URLs to reduce confusion.
I was very impressed with how comprehensive the book was in relation to small business management. Additionally, there is a big appendix in Chapter 16 which reviews ideas within the book. There were some minor mistakes in the book but overall the content was accurate.
I would recommend a better approach towards proof reading in future editions. I do not believe there is an expiration date for the content within the book as small businesses will always exist and this book is a guide to small business management.
The authors have written the book with the approach that small business management is a practical human activity rather than a theoretical concept. I believe the book has been written for all types of readers where all the concepts are straight forward to grasp. Additionally, the appendix at the end of the book aids the reader further through a mini-dictionary, especially, in the case of any jargon or technical terminology.
I believe the book keeps a consistent tone, writing style along with consistency in framework and terminology discussed in the book where there are no contradictions.
In terms of modularity, the text within the book is easily and readily divisible into smaller reading sub-sections which can then be assigned to different points. There is an element of flexibility in the case of re-arranging the text to represent any other points. I found the book's organisation, structure and flow very user friendly. There are plenty of paragraphs, smaller sentences along with logical arrangement of related topics.
I believe the book is very relevant in terms of culture where although the book is set in the USA, most concepts and ideas can be transferred over to the British society. I found the book a comfortable read where I liked the author's approach in writing key words in bold within their discussion in order to highlight their points to the reader. This allowed me to remain on the same wavelength as the authors while reading the book. This textbook has an excellent coverage of the subject matter.
It includes almost all aspects in e-marketing ranging from emarketing tactics to strategy as well as Web design, writing for the web, marketing research.
It is good for giving It is good for giving students a broad introduction of emarketing. The index and glossary are good. Unfortunately, the comprehensiveness makes it difficult to focus on certain areas where students seem to be more interested in. For instance, the social media and the mobile advertising are today's hot areas, but the textbook could not elevate these areas over others.
Also, a lot of content in the book are aging. Given the comprehensive nature of this book, it will take author s much time and effort to remove the obsolete content, update the existing content, and include the new content. Although the content was accurate at the time of writing, it has been less accurate in the passage of time.
The problem is that the subject of emarketing is like fast moving target. It is constantly changing. Things get old quickly and new things keep coming out. Therefore, what used to be accurate could become quickly obsolete or less accurate.
Looking at the references at the end of each chapter, most were around A lot of changes have taken place even in one year, let alone a decade. This is related to the comment 1 and 2.
This is not the fault of the author s. The content just need to be updated to bring relevance to the present context. The subject of emarketing tends to have short longevity. The book did a good job in explaining and illustrating the concept, tactics, and real-world examples. There was no need for any technical or business background to understand the content. Although the text already has some degree of modularity.
In the later edition, the modularity is much better. For instance in the 4th edition published in , the book was divided into four key modules: Think, Create, Engage, and Optimize. All the chapters fit well under each of the modules. Sections inside the chapters are well organized to support the chapters and the modules. With a high level of modularity, the text provides instructors leeway to pick and choose areas to cover and to emphasize.
However, the later edition has improved even more. The organization flows in a logical fashion and the content is linked by the key modules: Think, Create, Engage, and Optimize. The book is easy to read and follow. All the illustrations are well crafted. The use of color is quite good. However, to print the e-book is little more challenging.
Due to the light color of some texts, while they look OK on the screen, some texts did not print out well on the paper. Also, there is NO mobile friendly version. PDF format lacks the responsiveness when it is read from a mobile device. The text contains no grammatical errors, but one needs to be aware that it was written in British English. The text tries to reach out to the global audience. It used examples and cases from different countries including Europe, S. Africa, and the U.
Although this is a good attempt, in practice trying to reach global audience makes the text less cultural relevance to a specific country. For instance, when the text was adopted and used in the U. They never heard of companies or organizations that might be familiar to others. Perhaps, it could be the same case for students in other countries to appreciate when things related to U.
In this subject of emarketing, it is more difficult to be cultural relevance. I think therefore it might be better just to include country specific information rather than trying to reaching to many different countries. Overall, the text is a good text for emarketing at the time of its writing about 10 years ago. However, things have changed much since then.
In order to be accurate, relevant, consistent, and informative, the text needs to be updated. Obsolete content needs to be removed.
Old content needs to be updated. New content needs to be added. My recommendation is not to adopt the existing edition of the text currently posted in the Open Textbook Library.
It has all the strengths of this text but with up-to-date information. More recent references, update links, relevant materials, and current and future trends are among the features in the newer edition of the text. I adopted and used the 4th Edition published in Even this one is already aged.
Unfortunately, the more recent edition is no longer free and open as the older edition. Reviewed by Susan E. This is a good base text for an introductory digital marketing course. It could be supplemented with current social media concepts and practices for third and fourth year students. It offers an overview of the structure of essential marketing It offers an overview of the structure of essential marketing concepts, with enough information to provide the context students need to have a thorough understanding of online marketing.
Due to the rapid changes in digital marketing, I often turn to non-traditional books that are very current. One thing that those books lack is the structural overview that traditional textbooks provide.
This textbook helps fill in those gaps and while many of the references are dated, such as examples from the presidential campaign, the overall concepts discussed add another dimension to a course.
This book introduces a lot of industry terminology that marketing students need to know. In a field filled with industry jargon, the author does an excellent job of explaining each term in very clear, concise language. This overview of terms and in-depth explanations is easily understood by students. Each chapter of the book has an introduction, content and references.
This structure makes it easy to use the entire book or incorporate only the pieces that fit into a specific course. Several of the links in the book no longer function, but overall most work and were both relevant and useful. I began incorporating sections of this textbook into my digital marketing courses this year.
It is a very useful book and I recommend it. This text is a helpful addition to what we already have in place because it offers very concise explanations of a wide range of concepts. In this rapidly changing field, I think this text strikes a good balance by offering some theory along with relevant examples that are fairly up-to-date. This book is an excellent base text to work with while adding up-to-the moment content in the classroom. One area missing for the classroom is an international comparison of Today, there are more than 3, DAN member agencies operating in cities worldwide.
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