Chaffey, Dave 1963- creator author Ellis-Chadwick, Fiona author Abedrabbo, Majd author text xxk 2025 Ninth edition monographic eng Eng lis h

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xxvii, 548 pages: illustrations in color ; 27 cm 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 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. / Dave Chaffey, Fiona Ellis-Chadwick with Majd Abedrabbo Title in previous editions: "Internet Marketing: Strategy, Implementation and Practice" and "Digital Marketing: Strategy, Implementation and Practice". Inclou referències bibliogràfiques, índex i glossari Digital Marketing 9781292738086 ES-BaUB 250825 20260512130658.0 991061425871506706 English