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Digital Marketing (6th Edition) By Dave Chaffey, Fiona Ellis-Cha

US $21.34
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Last updated on May 27, 2025 23:59:36 PDTView all revisionsView all revisions

Item specifics

Condition
Very Good: A book that does not look new and has been read but is in excellent condition. No obvious ...
Title
Digital Marketing (6th Edition)
ISBN
9781292077611
Subject Area
Business & Economics
Publication Name
Digital Marketing
Publisher
Pearson Education
Item Length
10.5 in
Subject
Marketing / General, E-Commerce / Internet Marketing
Publication Year
2015
Type
Textbook
Format
Trade Paperback
Language
English
Item Height
1.1 in
Author
Fiona Ellis-Chadwick, Dave Chaffey
Item Weight
55 Oz
Item Width
7.8 in
Number of Pages
728 Pages

About this product

Product Identifiers

Publisher
Pearson Education
ISBN-10
1292077611
ISBN-13
9781292077611
eBay Product ID (ePID)
222144739

Product Key Features

Number of Pages
728 Pages
Publication Name
Digital Marketing
Language
English
Publication Year
2015
Subject
Marketing / General, E-Commerce / Internet Marketing
Type
Textbook
Author
Fiona Ellis-Chadwick, Dave Chaffey
Subject Area
Business & Economics
Format
Trade Paperback

Dimensions

Item Height
1.1 in
Item Weight
55 Oz
Item Length
10.5 in
Item Width
7.8 in

Additional Product Features

Edition Number
6
Intended Audience
College Audience
Dewey Edition
23
Illustrated
Yes
Dewey Decimal
658.87202854
Table Of Content
Part 1 Digital marketing fundamentals 1 Introducing digital marketing 2 Online marketplace analysis: micro-environment 3 The online macro-environment Part 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 Part 3 Digital marketing: implementation and 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
Synopsis
'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. This is why we use it on our postgraduate practitioner programmes - where we actually buy the book for the students as we believe it is that important. 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 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. 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 Loughborough University School of Business and Economics, Director of the Institute of Research Application and Consultancy at Loughborough University, academic marketing consultant and author.
LC Classification Number
HF5415.1265

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