Digital marketing
Chaffey, Dave 1963-
Digital marketing / Dave Chaffey, Fiona Ellis-Chadwick with Majd Abedrabbo - Ninth edition - xxvii, 548 pages: illustrations in color ; 27 cm
Title in previous editions: "Internet Marketing: Strategy, Implementation and Practice" and "Digital Marketing: Strategy, Implementation and Practice".
Inclou referències bibliogràfiques, índex i glossari
Part 1 — Digital marketing fundamentals
— Introducing digital marketing
— Online marketplace analysis: micro-environment
— Digital customer behaviour
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.
Explore how to create effective digital marketing strategies with this student-focused textbook. Digital Marketing by Chaffey and Ellis-Chadwick is a comprehensive guide that bridges theory and practice. Learn how digital data and analytics transform communication, personalize marketing, and consider privacy and security. This book combines academic models and practical skills to prepare you for the digital marketing world. Gain insights into how to assess using generative AI tools in marketing for impact.
This edition includes a Companion Website: https://media.pearsoncmg.com/intl/ema/ema_uk_he_chaffey_digmark_9/cw/index.php
9781292738086
Digital Marketing
Digital marketing / Dave Chaffey, Fiona Ellis-Chadwick with Majd Abedrabbo - Ninth edition - xxvii, 548 pages: illustrations in color ; 27 cm
Title in previous editions: "Internet Marketing: Strategy, Implementation and Practice" and "Digital Marketing: Strategy, Implementation and Practice".
Inclou referències bibliogràfiques, índex i glossari
Part 1 — Digital marketing fundamentals
— Introducing digital marketing
— Online marketplace analysis: micro-environment
— Digital customer behaviour
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.
Explore how to create effective digital marketing strategies with this student-focused textbook. Digital Marketing by Chaffey and Ellis-Chadwick is a comprehensive guide that bridges theory and practice. Learn how digital data and analytics transform communication, personalize marketing, and consider privacy and security. This book combines academic models and practical skills to prepare you for the digital marketing world. Gain insights into how to assess using generative AI tools in marketing for impact.
This edition includes a Companion Website: https://media.pearsoncmg.com/intl/ema/ema_uk_he_chaffey_digmark_9/cw/index.php
9781292738086
Digital Marketing
