TY  - BOOK
AU  - Chaffey, Dave
AU  - Ellis-Chadwick, Fiona
AU  - Abedrabbo, Majd,
TI  - Digital marketing 
SN  - 9781292738086
PY  - 2025///
CY  - Harlow, England
PB  - Pearson Education Limited
KW  - Digital Marketing
N1  - 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
N2  - 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
ER  -