Digital Marketing:Strategy, Implementation and Practice

Series
Financial Times
Author
Dave Chaffey / Fiona Ellis-Chadwick  
Publisher
Pearson
Cover
Softcover
Edition
5
Language
English
Total pages
656
Pub.-date
July 2012
ISBN13
9780273746102
ISBN
0273746103
Related Titles


Product detail

Title no longer available

Description

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.

Features

  • Comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals.

  • Links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook.

  • Frameworks for developing a digital marketing strategy.

  • Success factors for key digital marketing techniques.

  • Website and video links, multiple-choice questions and an author blog. Visit www.pearsoned.co.uk/chaffey.

New to this Edition

What’s New

  • New content includes search marketing, conversion optimisation and e-communications using social media including Twitter and Facebook.

  • Updated website and video links, multiple-choice questions and new author blogs at www.pearsoned.co.uk/chaffey.

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

Back Cover

'Recent, relevant content, written in a jargon-free style from a practitioners perspective. The emphasis is on real world applications within a global context, making this book equally useful in the marketplace or when studying.' - Fiona Harte, Sales Manager in Inside Sales, IBM

'Chaffey & Ellis-Chadwick build upon what is already the "first stop" for anyone wanting to get to grips with Internet and Digital marketing.  Using a systematic approach, this edition provides an essential roadmap of the issues and opportunities of this rapidly evolving discipline.' - Ian Harris, Digital Marketer (BSc, PhD)

'This book has an excellent balance between theory and application that is reinforced by the background of the authors. This new edition is important as it remains contemporary and relevant with regular updates that incorporate not just the latest academic research but also new and insightful examples from industry.' -

 Dr. George Christodoulides, Professor of Marketing at Henley Business School, University of Reading

 

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.

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 e-communications using social media including Twitter and Facebook.

This text comes with a wealth of additional resources, including website and video links, multiple-choice questions and an author blog. Visit www.pearsoned.co.uk/chaffey.

 

'Chaffey and Ellis-Chadwick succeed where most marketing texts fail, in producing a book which is as relevant to marketing managers as it is to marketing students. ...Dave Chaffey is in a unique position to write this book, having established himself as a leading UK internet consultant, blogger and author.' - Dr Ruth Rettie, Senior Lecturer, Kingston University, London

'He has done it again! His book is excellent, not only for me, but first of all for my students on nearly every level for learning the basics about Digital Marketing. ...Dave Chaffey is a master at making a difficult topic easy and very interesting. So thank you!' - Dr Ellen Hertzberg, Hedmark University College, Norway, and Bangkok University Graduate School, Thailand

'Dave Chaffey writes absolutely the best textbooks I have ever read on this topic. His publications and website represent for me a very valuable professional support tool and a true benchmark on cutting edge e-marketing innovation. He is really paving the way to the future of the e-marketing body of knowledge.' - Professor Ivo Pezzuto, Principal Management Consultant, and Senior Professor of Marketing and Strategy, Swiss Management Center

 

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.

Author

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.


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