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Digital marketing / Dave Chaffey, Fiona Ellis-Chadwick.

By: Contributor(s): Material type: TextTextPublisher: Harlow, England ; New York : Pearson, 2019Edition: Seventh editionDescription: xxx, 545 pages : colour illustrations ; 27 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781292241579
Uniform titles:
  • Internet marketing.
Subject(s): DDC classification:
  • 658.872 CH.D 2019 23
LOC classification:
  • HF5415.1265 .I57 2019
Online resources:
Contents:
Part 1 Digital marketing fundamentals -- 1 Introducing digital marketing -- 2 Online marketplace analysis -- micro-environment -- 3 The digital macro-environment -- Part 2 Digital marketing strategy development -- 4 Digital marketing strategy -- 5 Digital media and the marketing mix -- 6 Relationship marketing using digital platforms -- Part 3 Digital marketing: implementation and practice -- 7 Delivering the digital customer experience -- 8 Campaign planning for digital media -- 9 Marketing communications using digital media channels -- 10 Evaluation and improvement of digital channel performance.
Summary: Now in its seventh edition, 'Digital Marketing' provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals.Summary: Now in its seventh edition, 'Digital Marketing' provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. $b Digital Marketing provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing. This streamlined seventh edition provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies from cutting edge companiessuch as ASOS, Spotify, Zalando and Zappos, to help students understand digital marketing in the real world. To support this, new `Essential Digital Skills' boxes give students guidance on how to develop key skills they will need in the workplace.Readers will learn best practice frameworks for developing a digital marketing strategy, plus successfactors for key digital marketing techniques including search marketing, conversion optimisation anddigital communications using social media including Twitter and Facebook.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books The Knowledge Hub Library Business 658.872 CH.D 2019 (Browse shelf(Opens below)) Available 211778
Books Books The Knowledge Hub Library Business 658.872 CH.D 2019 (Browse shelf(Opens below)) Not For Loan 211779
Books Books The Knowledge Hub Library Business 658.872 CH.D 2019 (Browse shelf(Opens below)) Available 211780
Books Books The Knowledge Hub Library Business 658.872 CH.D 2019 (Browse shelf(Opens below)) Available 190663

"Strategy, implementation, and practice"-- Cover.

Includes bibliographical references and index.

Part 1 Digital marketing fundamentals -- 1 Introducing digital marketing -- 2 Online marketplace analysis -- micro-environment -- 3 The digital macro-environment -- Part 2 Digital marketing strategy development -- 4 Digital marketing strategy -- 5 Digital media and the marketing mix -- 6 Relationship marketing using digital platforms -- Part 3 Digital marketing: implementation and practice -- 7 Delivering the digital customer experience -- 8 Campaign planning for digital media -- 9 Marketing communications using digital media channels -- 10 Evaluation and improvement of digital channel performance.

Now in its seventh edition, 'Digital Marketing' provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals.

Now in its seventh edition, 'Digital Marketing' provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. $b Digital Marketing provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing. This streamlined seventh edition provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies from cutting edge companiessuch as ASOS, Spotify, Zalando and Zappos, to help students understand digital marketing in the real world. To support this, new `Essential Digital Skills' boxes give students guidance on how to develop key skills they will need in the workplace.Readers will learn best practice frameworks for developing a digital marketing strategy, plus successfactors for key digital marketing techniques including search marketing, conversion optimisation anddigital communications using social media including Twitter and Facebook.

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