Digital marketing : Strategy, implementation and practice / Dave Chaffey, Fiona Ellis Chadwick.

By: Chaffey, Dave, 1963- [author.]Contributor(s): Chadwick, Fiona [author.]Material type: TextTextPublisher: Hoboken, NJ : Pearson, 2022Edition: 8th edDescription: 530 p. : ill. ; 28cmISBN: 9781292400969Subject(s): Internet marketing | Strategic planningAdditional physical formats: Strategy, implementation and practiceDDC classification: 658.872
Contents:
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
Summary: "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"-- Provided by publisher.
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Holdings
Item type Current library Call number Status Date due Barcode Item holds
Books Books Namal Library
Management 		658.872 CHA-D 2022 14206 (Browse shelf (Opens below)) Available 0014206
Total holds: 0

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"-- Provided by publisher.

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