Digital Marketing Excellence
eBook - ePub

Digital Marketing Excellence

Planning, Optimizing and Integrating Online Marketing

Dave Chaffey, PR Smith

  1. 638 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Digital Marketing Excellence

Planning, Optimizing and Integrating Online Marketing

Dave Chaffey, PR Smith

Book details
Table of contents

About This Book

Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools.

Written by two highly experienced digital marketing consultants, the book shows you how to:

  • Draw up an outline integrated digital marketing plan

  • Evaluate and apply digital marketing principles and models

  • Integrate online and offline communications

  • Implement customer-driven digital marketing as part of digital transformation

  • Reduce costly trial and error

  • Measure and enhance your digital marketing

  • Learn best practices for reaching and engaging your audiences using the key digital marketing platforms.

This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage.

Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation.

Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

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Table of contents

  1. Cover
  2. Half Title
  3. Title
  4. Copyright
  5. Contents
  6. List of figures
  7. List of tables
  8. About the authors
  9. Preface to the sixth edition
  10. Acknowledgments
  11. 1 Introduction to digital marketing
  12. 2 Digital customers
  13. 3 Digital models
  14. 4 Content marketing
  15. 5 Create integrated campaigns
  16. 6 Social media marketing
  17. 7 Digital communications
  18. 8 Designing digital experiences
  19. 9 Digital innovation
  20. 10 Digital marketing plan
  21. Glossary
  22. Index
Citation styles for Digital Marketing Excellence

APA 6 Citation

Chaffey, D., & Smith, P. (2022). Digital Marketing Excellence (6th ed.). Taylor and Francis. Retrieved from (Original work published 2022)

Chicago Citation

Chaffey, Dave, and PR Smith. (2022) 2022. Digital Marketing Excellence. 6th ed. Taylor and Francis.

Harvard Citation

Chaffey, D. and Smith, P. (2022) Digital Marketing Excellence. 6th edn. Taylor and Francis. Available at: (Accessed: 15 October 2022).

MLA 7 Citation

Chaffey, Dave, and PR Smith. Digital Marketing Excellence. 6th ed. Taylor and Francis, 2022. Web. 15 Oct. 2022.