Digital Marketing PDF eBook
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Digital Marketing PDF eBook

Dave Chaffey, Fiona Ellis-Chadwick

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  1. 728 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF
No longer available

Digital Marketing PDF eBook

Dave Chaffey, Fiona Ellis-Chadwick

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About This Book

'I have used this book in all its editions since first publication with my undergraduate and postgraduate students. It is a core text for all the students, because it provides the detail they require at an academic level. Importantly it is a book for the practitioner to use too. This is why we use it on our postgraduate practitioner programmes ‚Äď where we actually buy the book for the students as we believe it is that important. No other text comes close and literally thousands of our graduates have benefitted from it in their subsequent careers: written by the specialist for the specialist.' David Edmundson-Bird Principal Lecturer in Digital Marketing Manchester Metropolitan University

Now in its sixth edition, Digital Marketing: Strategy, Implementation and Practice provides comprehensive, practical guidance on how companies can get the most out of digital media and technology 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.

Readers will learn best practice frameworks for developing a digital marketing strategy, plus success factors for key digital marketing techniques including search marketing, conversion optimisation and digital communications using social media including Twitter and Facebook.

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 theLoughborough University School of Business and Economics, Director of the Institute of Research Application and Consultancy atLoughborough University, academic marketing consultant and author.

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Information

Publisher
Pearson
Year
2015
ISBN
9781292077642
Subtopic
Sales
Edition
6
Chapter 
1 
introduces 
the 
opportunities 
and 
challenges 
of 
digital 
marketing 
and 
explains 
the 
different 
types 
of 
digital 
marketing 
platforms 
and 
media 
channels 
available 
to 
engage 
audiences 
online. 
It 
also 
introduces 
a 
planning 
framework 
that 
can 
be 
used 
to 
structure 
digital 
marketing 
strategies 
and 
case 
studies. 
Chapters 
2 
and 
3 
provide 
a 
foundation 
for 
developing 
an 
integrated 
digital 
marketing 
strategy 
by 
reviewing 
how 
the 
online 
marketplace 
of 
an 
organisation 
can 
be 
assessed 
as 
part 
of 
situation 
analysis.
Part 
1
Digital 
marketing 
fundamentals
1 
Introducing 
digital 
marketing 
4
‚óŹ
Introduction 
‚Äst
how 
have 
digital 
technologies 
transformed 
marketing?
‚óŹ
Definitions 
‚Äst
what 
are 
digital 
marketing 
and 
multichannel 
marketing?
‚óŹ
Introduction 
to 
digital 
marketing 
strategy
‚óŹ
Introduction 
to 
digital 
marketing 
communications
2 
Online 
marketplace 
analysis: 
micro-environment 
54
‚óŹ
Situation 
analysis 
for 
digital 
marketing
‚óŹ
The 
digital 
marketing 
environment
‚óŹ
Understanding 
customer 
journeys
‚óŹ
Consumer 
choice 
and 
digital 
influence
‚óŹ
Online 
consumer 
behaviour 
and 
implications 
for 
marketing
‚óŹ
Competitors
‚óŹ
Suppliers
‚óŹ
New 
channel 
structures
‚óŹ
Business 
models 
for 
e-commerce
3 
The 
online 
macro-environment 
118
‚óŹ
The 
rate 
of 
environment 
change
‚óŹ
Technological 
forces
‚óŹ
Economic 
forces
‚óŹ
Political 
forces
‚óŹ
Legal 
forces
‚óŹ
Social 
forces
‚óŹ
Cultural 
forces

Table of contents