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001 991061425871506706
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008 250825s2025 xxka|||| |||||0|| 0 eng|c
020 _a9781292738086
040 _aES-BaUB
_bEnglish
_erda
_cES-BaUB
041 _aEnglish
100 _aChaffey, Dave
_d1963-
_eauthor
245 1 0 _aDigital marketing
_c/ Dave Chaffey, Fiona Ellis-Chadwick with Majd Abedrabbo
250 _aNinth edition
264 1 _aHarlow, England :
_bPearson Education Limited,
_c2025
300 _axxvii, 548 pages:
_billustrations in color ;
_c27 cm
500 _aTitle in previous editions: "Internet Marketing: Strategy, Implementation and Practice" and "Digital Marketing: Strategy, Implementation and Practice".
504 _aInclou referències bibliogràfiques, índex i glossari
505 _aPart 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.
520 _aExplore 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
650 0 _aDigital Marketing
_925727
700 _aEllis-Chadwick, Fiona
_eauthor
_921683
700 _aAbedrabbo, Majd,
_eauthor
_925911
942 _2lcc
999 _c4959
_d4959