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

By:

Chaffey, Dave, 1963- [author]

Contributor(s):

Material type: Text

TextLanguage: English Publisher: Harlow, England : Pearson Education Limited, 2025Edition: Ninth editionDescription: xxvii, 548 pages: illustrations in color ; 27 cmISBN:

9781292738086

Subject(s):

Digital Marketing

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 ( 1 )
Title notes ( 3 )

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

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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