Digital marketing : strategy, implementation and practice / Dave Chaffey, Fiona Ellis-Chadwick.
Publisher: Harlow : Pearson, 2012Edition: 5th edDescription: xxix, 698 p. ill., charts; 27 cm001: 14838ISBN: 0273746103; 9780273746102Subject(s): Internet marketingItem type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|---|
Book | MAIN LIBRARY Book | 658.872 CHA (Browse shelf(Opens below)) | 1 | Checked out | 11/06/2024 | 089355 |
Enhanced descriptions from Syndetics:
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.
Previous ed. published as: Internet marketing, 2006.
Includes bibliographical references and index.
Table of contents provided by Syndetics
- 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
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