Dave Chaffey, Fiona Ellis-Chadwick

Digital Marketing (eBook, PDF)

• Format: PDF

Produktbeschreibung

Digital Marketing provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals.

The full text downloaded to your computer

With eBooks you can:

• search for key concepts, words and phrases
• make highlights and notes as you study
• share your notes with friends

eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps.

Upon purchase, you'll gain instant access to this eBook.

Time limit

The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

---

Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in A, B, BG, CY, CZ, D, DK, EW, E, FIN, F, GR, HR, H, IRL, I, LT, L, LR, M, NL, PL, P, R, S, SLO, SK ausgeliefert werden.

Produktdetails

• Verlag: Pearson ITP
• Seitenzahl: 576
• Erscheinungstermin: 5. Februar 2019
• Englisch
• ISBN-13: 9781292241586
• Artikelnr.: 55262832

Autorenporträt

Dave Chaffey is a digital marketing consultant and co-founder of the marketing advice education learning platform SmartInsights.com. He continues to lecture at universities and colleges including the University of Leeds, University of Portmouth, Manchester Metropolitan University, Cranfield and Warwick and the Institute of Direct and Digital Marketing.

Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at the Loughborough University School of Business and Economics, Director of the Institute of Research Application and Consultancy at Loughborough University, academic marketing consultant and author.

Inhaltsangabe

Brief contents
Preface
About the authors
Acknowledgements
Part 1 Digital marketing fundamentals
1.  Introducing digital marketing
2.  Online marketplace analysis: micro-environment
3.  The digital macro-environment
Part 2 Digital marketing strategy development
4.  Digital marketing strategy
5.  Digital media and the marketing mix
6.  Relationship marketing using digital platforms
Part 3 Digital marketing: implementation and practice
7.  Delivering the digital customer experience
8.  Campaign planning for digital media
9.  Marketing communications using digital media channels
10.  Evaluation and improvement of digital channel performance
Glossary
Index