Digital marketing
Dave Chaffey (Author), Fiona Ellis-Chadwick (Author)
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
Leermiddelen
xxvii, 702 pages : illustrations ; 27 cm
9781292077611, 1292077611
942844494
Pt. 1 Digital marketing fundamentals
1.Introducing digital marketing
2.Online marketplace analysis: micro-environment
3.The online macro-environment
pt. 2 Digital marketing strategy development
4.Digital marketing strategy
5.The impact of digital media and technology on the marketing mix
6.Relationship marketing using digital platforms
pt. 3 Digital marketing: implementation and practice
7.Delivering the online customer experience
8.Campaign planning for digital media
Learning objectives
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