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 ā€“ 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
Ventas
Edition
6
ChapterĀ 
1Ā 
introducesĀ 
theĀ 
opportunitiesĀ 
andĀ 
challengesĀ 
ofĀ 
digitalĀ 
marketingĀ 
andĀ 
explainsĀ 
theĀ 
differentĀ 
typesĀ 
ofĀ 
digitalĀ 
marketingĀ 
platformsĀ 
andĀ 
mediaĀ 
channelsĀ 
availableĀ 
toĀ 
engageĀ 
audiencesĀ 
online.Ā 
ItĀ 
alsoĀ 
introducesĀ 
aĀ 
planningĀ 
frameworkĀ 
thatĀ 
canĀ 
beĀ 
usedĀ 
toĀ 
structureĀ 
digitalĀ 
marketingĀ 
strategiesĀ 
andĀ 
caseĀ 
studies.Ā 
ChaptersĀ 
2Ā 
andĀ 
3Ā 
provideĀ 
aĀ 
foundationĀ 
forĀ 
developingĀ 
anĀ 
integratedĀ 
digitalĀ 
marketingĀ 
strategyĀ 
byĀ 
reviewingĀ 
howĀ 
theĀ 
onlineĀ 
marketplaceĀ 
ofĀ 
anĀ 
organisationĀ 
canĀ 
beĀ 
assessedĀ 
asĀ 
partĀ 
ofĀ 
situationĀ 
analysis.
PartĀ 
1
DigitalĀ 
marketingĀ 
fundamentals
1Ā 
IntroducingĀ 
digitalĀ 
marketingĀ 
4
ā—
IntroductionĀ 
ā€“Ā 
howĀ 
haveĀ 
digitalĀ 
technologiesĀ 
transformedĀ 
marketing?
ā—
DefinitionsĀ 
ā€“Ā 
whatĀ 
areĀ 
digitalĀ 
marketingĀ 
andĀ 
multichannelĀ 
marketing?
ā—
IntroductionĀ 
toĀ 
digitalĀ 
marketingĀ 
strategy
ā—
IntroductionĀ 
toĀ 
digitalĀ 
marketingĀ 
communications
2Ā 
OnlineĀ 
marketplaceĀ 
analysis:Ā 
micro-environmentĀ 
54
ā—
SituationĀ 
analysisĀ 
forĀ 
digitalĀ 
marketing
ā—
TheĀ 
digitalĀ 
marketingĀ 
environment
ā—
UnderstandingĀ 
customerĀ 
journeys
ā—
ConsumerĀ 
choiceĀ 
andĀ 
digitalĀ 
influence
ā—
OnlineĀ 
consumerĀ 
behaviourĀ 
andĀ 
implicationsĀ 
forĀ 
marketing
ā—
Competitors
ā—
Suppliers
ā—
NewĀ 
channelĀ 
structures
ā—
BusinessĀ 
modelsĀ 
forĀ 
e-commerce
3Ā 
TheĀ 
onlineĀ 
macro-environmentĀ 
118
ā—
TheĀ 
rateĀ 
ofĀ 
environmentĀ 
change
ā—
TechnologicalĀ 
forces
ā—
EconomicĀ 
forces
ā—
PoliticalĀ 
forces
ā—
LegalĀ 
forces
ā—
SocialĀ 
forces
ā—
CulturalĀ 
forces

Table of contents