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    Digital Marketing: Strategy, Implementation and Practice (Paperback) By (author) Dave Chaffey, By (author) Fiona Ellis-Chadwick, By (author) Kevin Johnston, By (author) Richard Mayer

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    DescriptionNow 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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  • Full bibliographic data for Digital Marketing

    Digital Marketing
    Strategy, Implementation and Practice
    Authors and contributors
    By (author) Dave Chaffey, By (author) Fiona Ellis-Chadwick, By (author) Kevin Johnston, By (author) Richard Mayer
    Physical properties
    Format: Paperback
    Number of pages: 728
    Width: 194 mm
    Height: 264 mm
    Thickness: 28 mm
    Weight: 1,320 g
    ISBN 13: 9780273746102
    ISBN 10: 0273746103

    BIC E4L: BUS
    B&T Book Type: NF
    Nielsen BookScan Product Class 3: S10.1
    B&T Merchandise Category: TXT
    B&T Modifier: Region of Publication: 03
    BIC subject category V2: KJS
    B&T Modifier: Subject Development: 10
    BIC subject category V2: UDB
    LC classification: HF
    B&T General Subject: 180
    B&T Modifier: Academic Level: 02
    Abridged Dewey: 658
    B&T Modifier: Text Format: 06, 01
    BISAC V2.8: BUS043000
    Warengruppen-Systematik des deutschen Buchhandels: 17860
    BISAC V2.8: BUS090010, BUS058000, BUS090000, COM069010
    DC23: 658.87202854678
    Thema V1.0: KJS, UDB
    5, Revised
    Edition statement
    5th Revised edition
    Illustrations note
    Illustrations, charts
    Pearson Education Limited
    Imprint name
    Publication date
    04 December 2012
    Publication City/Country
    Author Information
    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.
    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