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Digital Marketing
Taschenbuch von Dave Chaffey (u. a.)
Sprache: Englisch

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Beschreibung

"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 - which is why we use it on our postgraduate practitioner programmes. We make a copy available to every student in the University. 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

Digital Marketing, 8th Edition, provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing.

Digital Marketing links marketing theory with practical business experience to help you understand digital marketing in the real world through case studies from market-leading and cutting-edge companies such as ASOS, Spotify and L'Oréal. To support this, 'Essential Digital Skills' boxes provide guidance on how to develop key skills you will need in the workplace, regular activities allow you to put the theory into practice, and exercises at the end of every chapter enable you to test your knowledge.

This eighth edition has been comprehensively updated to help you learn best practice frameworks for developing a digital marketing strategy and the success factors for key digital marketing techniques including search, social media and content marketing, conversion optimisation and marketing automation. The coverage of data-driven marketing techniques has been increased with many new examples covering digital analytics, artificial intelligence and machine learning, and the practical guidance within Digital marketing will enable you to get the most out of digital media and technology to meet your marketing goals.

About the Authors

Dave Chaffey is a digital marketing consultant and co-founder of the marketing learning platform [...]. Dave has been a visiting lecturer on digital marketing and e-commerce courses at different universities including The University of Leeds, University of Portsmouth, Manchester Metropolitan University, Cranfield, Warwick and the Institute of Direct and Digital Marketing.

Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at Loughborough University of Business and Economics; academic retail and marketing consultant and author.

"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 - which is why we use it on our postgraduate practitioner programmes. We make a copy available to every student in the University. 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

Digital Marketing, 8th Edition, provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing.

Digital Marketing links marketing theory with practical business experience to help you understand digital marketing in the real world through case studies from market-leading and cutting-edge companies such as ASOS, Spotify and L'Oréal. To support this, 'Essential Digital Skills' boxes provide guidance on how to develop key skills you will need in the workplace, regular activities allow you to put the theory into practice, and exercises at the end of every chapter enable you to test your knowledge.

This eighth edition has been comprehensively updated to help you learn best practice frameworks for developing a digital marketing strategy and the success factors for key digital marketing techniques including search, social media and content marketing, conversion optimisation and marketing automation. The coverage of data-driven marketing techniques has been increased with many new examples covering digital analytics, artificial intelligence and machine learning, and the practical guidance within Digital marketing will enable you to get the most out of digital media and technology to meet your marketing goals.

About the Authors

Dave Chaffey is a digital marketing consultant and co-founder of the marketing learning platform [...]. Dave has been a visiting lecturer on digital marketing and e-commerce courses at different universities including The University of Leeds, University of Portsmouth, Manchester Metropolitan University, Cranfield, Warwick and the Institute of Direct and Digital Marketing.

Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at Loughborough University of Business and Economics; academic retail and marketing consultant and author.

Über den Autor

Dave Chaffey is a digital marketing consultant and co-founder of the marketing learning platform [...]. Dave has been a visiting lecturer on Digital Marketing and E-Commerce courses at different universities, including The University of Leeds, University of Portsmouth, Manchester Metropolitan University, Cranfield, Warwick, and the Institute of Direct and Digital Marketing.

Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at Loughborough University of Business and Economics as well as academic retail and marketing consultant and author.

Inhaltsverzeichnis
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

  • Digital marketing strategy
  • Digital branding and the marketing mix
  • Data-driven relationship marketing using digital platforms


  • Part 3: Digital marketing: implementation and practice

  • Delivering the digital customer experience
  • Campaign planning for digital media
  • Marketing communications using digital media channels
  • Evaluation and improvement of digital channel performance
    • Glossary
    • Index
    • Credits
    Details
    Erscheinungsjahr: 2022
    Fachbereich: Werbung & Marketing
    Genre: Importe, Wirtschaft
    Rubrik: Recht & Wirtschaft
    Medium: Taschenbuch
    Inhalt: Kartoniert / Broschiert
    ISBN-13: 9781292400969
    ISBN-10: 129240096X
    Sprache: Englisch
    Einband: Kartoniert / Broschiert
    Autor: Chaffey, Dave
    Ellis-Chadwick, Fiona
    Hersteller: Pearson Education Limited
    Verantwortliche Person für die EU: Produktsicherheitsverantwortliche/r, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
    Maße: 259 x 191 x 22 mm
    Von/Mit: Dave Chaffey (u. a.)
    Erscheinungsdatum: 09.03.2022
    Gewicht: 1,042 kg
    Artikel-ID: 120522166
    Über den Autor

    Dave Chaffey is a digital marketing consultant and co-founder of the marketing learning platform [...]. Dave has been a visiting lecturer on Digital Marketing and E-Commerce courses at different universities, including The University of Leeds, University of Portsmouth, Manchester Metropolitan University, Cranfield, Warwick, and the Institute of Direct and Digital Marketing.

    Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at Loughborough University of Business and Economics as well as academic retail and marketing consultant and author.

    Inhaltsverzeichnis
    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

  • Digital marketing strategy
  • Digital branding and the marketing mix
  • Data-driven relationship marketing using digital platforms


  • Part 3: Digital marketing: implementation and practice

  • Delivering the digital customer experience
  • Campaign planning for digital media
  • Marketing communications using digital media channels
  • Evaluation and improvement of digital channel performance
    • Glossary
    • Index
    • Credits
    Details
    Erscheinungsjahr: 2022
    Fachbereich: Werbung & Marketing
    Genre: Importe, Wirtschaft
    Rubrik: Recht & Wirtschaft
    Medium: Taschenbuch
    Inhalt: Kartoniert / Broschiert
    ISBN-13: 9781292400969
    ISBN-10: 129240096X
    Sprache: Englisch
    Einband: Kartoniert / Broschiert
    Autor: Chaffey, Dave
    Ellis-Chadwick, Fiona
    Hersteller: Pearson Education Limited
    Verantwortliche Person für die EU: Produktsicherheitsverantwortliche/r, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
    Maße: 259 x 191 x 22 mm
    Von/Mit: Dave Chaffey (u. a.)
    Erscheinungsdatum: 09.03.2022
    Gewicht: 1,042 kg
    Artikel-ID: 120522166
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