Digital marketing : Strategy, implementation and practice /
Chaffey, Dave, 1963-
Digital marketing : Strategy, implementation and practice / Dave Chaffey, Fiona Ellis Chadwick. - 8th ed. - 530 p. : ill. ; 28cm
Includes bibliographical references and index.
Part 1. Digital marketing fundamentals. Introducing digital marketing
Online marketplace analysis : micro-environment
The digital macro-environment
Part 2. Digital marketing strategy development. Digital marketing strategy
Digital branding and the marketing mix
Data-driven relationship marketing using digital platforms
Part 3. Digital marketing : implementation and practice. Delivering the digital customer experience
Campaign planning for digital media
Marketing communications using digital media channels
Evaluation and improvement of digital channel performance
"Digital marketing has transformed how businesses and other organisations communicate with their audiences. Consumers now have access to a much wider choice of entertainment, products, services and prices from different suppliers and a more convenient way to select and purchase items. Organisations have the opportunity to expand into new markets, offer new services, interact with audiences in new ways and compete on a more equal footing with larger businesses. Marketers working within these organisations have the opportunity to develop new skills and to integrate these new tools to improve the competitiveness of the company"--
9781292400969
2021049493
Internet marketing.
Strategic planning.
658.872 / CHA-D 2022 14206
Digital marketing : Strategy, implementation and practice / Dave Chaffey, Fiona Ellis Chadwick. - 8th ed. - 530 p. : ill. ; 28cm
Includes bibliographical references and index.
Part 1. Digital marketing fundamentals. Introducing digital marketing
Online marketplace analysis : micro-environment
The digital macro-environment
Part 2. Digital marketing strategy development. Digital marketing strategy
Digital branding and the marketing mix
Data-driven relationship marketing using digital platforms
Part 3. Digital marketing : implementation and practice. Delivering the digital customer experience
Campaign planning for digital media
Marketing communications using digital media channels
Evaluation and improvement of digital channel performance
"Digital marketing has transformed how businesses and other organisations communicate with their audiences. Consumers now have access to a much wider choice of entertainment, products, services and prices from different suppliers and a more convenient way to select and purchase items. Organisations have the opportunity to expand into new markets, offer new services, interact with audiences in new ways and compete on a more equal footing with larger businesses. Marketers working within these organisations have the opportunity to develop new skills and to integrate these new tools to improve the competitiveness of the company"--
9781292400969
2021049493
Internet marketing.
Strategic planning.
658.872 / CHA-D 2022 14206