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Digital Marketing: Strategy, Implementation and Practice
£54.99

DIGITAL MARKETING: STRATEGY, IMPLEMENTATION AND PRACTICE

PAPERBACK BY CHAFFEY, DAVE; ELLIS-CHADWICK, FIONA

£54.99

ISBN
9780273746102
IMPRINT
PEARSON EDUCATION LIMITED
 
 
EDITION
5TH EDITION
PUBLISHER
PEARSON EDUCATION LIMITED
STOCK FOR DELIVERY
New product available - 9780273717409
FORMAT
PAPERBACK
PAGES
728 pages
PUBLICATION DATE
01 JUL 2012

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.

CONTENTS

PART I: DIGITAL MARKETING FUNDAMENTALS1. Introducing digital marketing2. Online marketplace analysis: micro-environment3. The Internet macro-environmentPART II: DIGITAL STRATEGY DEVELOPMENT4. Digital marketing strategy5. The Internet and the marketing mix6. Relationship marketing using digital platformsPART III: DIGITAL MAKKETING: IMPLEMENTATION & PRACTICE7. Delivering the online customer experience8. Campaign planning for digital media9. Marketing communications using digital media channels10. Evaluation and improvement of digital channel performance11. Business-to-consumer digital marketing practice12. Business-to-business digital marketing practice