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Digital Marketing: Strategy, Implementation and Practice, 5th Edition


Customers who bought this, also bought:
Essentials of Services Marketing, 2nd Edition

by: Dave Chaffey, Fiona Ellis-Chadwick

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On-line Price: $107.77 (includes GST)

Paperback package 728

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Retail Price: $124.77

Publisher: Pearson Education,30.07.12

Category: MARKETING Level:

ISBN: 0273746103
ISBN13: 9780273746102

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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.

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

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.