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Digital marketing / Dave Chaffey, Fiona Ellis-Chadwick with Majd Abedrabbo

By: Contributor(s): Material type: TextTextLanguage: English Publisher: Harlow, England : Pearson Education Limited, 2025Edition: Ninth editionDescription: xxvii, 548 pages: illustrations in color ; 27 cmISBN:
  • 9781292738086
Subject(s):
Contents:
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.
Summary: 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
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book TBS Barcelona HF5415.1265 CHA (Browse shelf(Opens below)) 1 Checked out 11/12/2025 B07706

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

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