Digital Marketing: Strategy, Implementation and Practice (5th Revised edition)

Digital Marketing: Strategy, Implementation and Practice (5th Revised edition)

By: Dave Chaffey (author), Fiona Ellis-Chadwick (author), Richard Mayer (author), Kevin Johnston (author)Paperback

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Description

Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.

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About Author

Dave Chaffey is a digital marketing consultant and publisher of marketing advice site SmartInsights.com. He is a visiting lecturer on marketing courses at Birmingham, Cranfield and Warwick universities and the Institute of Direct Marketing. Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at the Business School at The Open University Business School, Academic Consultant for the BBC, Marketing Consultant and academic author.

Contents

PART I:?DIGITAL MARKETING FUNDAMENTALS

1. Introducing?digital marketing

2. Online marketplace analysis: micro-environment

3. The Internet macro-environment

PART II:?DIGITAL STRATEGY DEVELOPMENT

4.?Digital marketing strategy

5. The Internet and the marketing mix

6. Relationship marketing using digital platforms

PART III: DIGITAL MAKKETING: IMPLEMENTATION & PRACTICE

7. Delivering the online customer experience

8. Campaign planning for digital media

9. Marketing communications using digital media channels

10. Evaluation and improvement of digital channel performance

11. Business-to-consumer digital marketing practice

12. Business-to-business?digital marketing practice

Product Details

  • publication date: 12/07/2012
  • ISBN13: 9780273746102
  • Format: Paperback
  • Number Of Pages: 728
  • ID: 9780273746102
  • weight: 1342
  • ISBN10: 0273746103
  • edition: 5th Revised edition

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