Digital Marketing: Strategy, Implementation and Practice

Digital Marketing: Strategy, Implementation and Practice


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


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  • Format: Paperback | 728 pages
  • Dimensions: 210mm x 272mm x 28mm | 1,420g
  • Publication date: 4 December 2012
  • Publication City/Country: Harlow
  • ISBN 10: 0273746103
  • ISBN 13: 9780273746102
  • Edition: 5, Revised
  • Edition statement: 5th Revised edition
  • Illustrations note: Illustrations, charts
  • Sales rank: 16,695

Product 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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Author information

Dave Chaffey is a digital marketing consultant and publisher of marketing advice site 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.

Table of 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