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Digital Marketing By Dave Chaffey

Digital Marketing by Dave Chaffey

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Digital Marketing Summary

Digital Marketing by Dave Chaffey

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 companies such 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 success factors for key digital marketing techniques including search marketing, conversion optimisation and digital communications using social media including Twitter and Facebook.

About Dave Chaffey

Dave Chaffey is a digital marketing consultant and co-founder of the marketing advice education learning platform SmartInsights.com. He continues to lecture at universities and colleges including the University of Leeds, University of Portmouth, Manchester Metropolitan University, Cranfield and Warwick and the Institute of Direct and Digital Marketing. Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at the Loughborough University School of Business and Economics, Director of the Institute of Research Application and Consultancy at Loughborough University, academic marketing consultant and author.

Table of Contents

Brief contents Preface About the authors Acknowledgements 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 Glossary Index

Additional information

NGR9781292241579
9781292241579
1292241578
Digital Marketing by Dave Chaffey
New
Paperback
Pearson Education Limited
20190128
576
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a new book - be the first to read this copy. With untouched pages and a perfect binding, your brand new copy is ready to be opened for the first time

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