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Digital Marketing, 9th edition

Published by Pearson (May 7, 2025) © 2025

  • Dave Chaffey
  • Fiona Ellis-Chadwick Loughborough University
  • Majd Abed-Rabbo

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Title overview

Introduce your students to how to create effective digital marketing strategies with this comprehensive textbook.

Digital Marketing by Chaffey and Ellis-Chadwick equips your students with academic models and practical skills for their digital marketing careers including how digital data transforms communication and the impact of using generative AI tools in marketing.

Puts theory into practice

  • Academic and practical models such as RACE, T-shaped strategic marketer and a structured case study support student understanding of key concepts and digital marketing insights demonstrate using research in digital marketing
  • Case studies and mini-case studies throughout the text illustrate how organisations are using the internet for marketing
  • Essential digital skills showcase students' interests and experiences to boost employability

Encourage your students to differentiate through critical thinking and evaluating data-driven marketing techniques

  • Self-assessment exercises and questions encourage students to evaluate current practices
  • Coverage of innovations in digital technology, such as generative AI, focuses on the challenges to marketers on assessing the use of these tools for maximum impact

New and updated features of this title

  • New chapter on digital consumer behaviour
  • Focus on importance on combining strategic and tactical skills by introducing the T-shaped marketer
  • Expanded coverage and examples of data-driven marketing techniques including digital analytics, artificial intelligence and machine learning, in particular, assessing the impact of generative AI (GenAI) services such as ChatGPT from OpenAI and Gemini from Google
  • Incorporation of new research spotlight feature in each chapter discussing significant academic research papers
  • Updated mini case studies of examples of deploying organic and paid social media
  • New case studies in each chapter from organisations such as Temu, Spotify, Lipton, Melia and Airbnb
  • In addition to updated powerpoints and instructor manual, this new edition comes with a new testbank resources for lecturers

Digital features

Extend learning beyond the classroom with Pearson eTextbook – an easy-to-use digital textbook.

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  • Find it fast. Enhanced search makes it easy to find a key term or topic to study. Students can also search for interactive content such as videos, images, and any notes they've created.
  • Get organised and get results. Students can customise how they study and add their own notes, bookmarks, and highlights directly in their eTextbook.
  • Reinforce and revise learning. Students can create their own [or use pre-built] flashcards to support recall and exam preparation.

Meet students where they are

  • Study on or offline. With the Pearson+ app, you and your students can access your eTextbook anytime, anywhere.
  • Listen anywhere. Learners can listen to the audio version of their eTextbook for most titles, making learning even more flexible.
  • Watch and interact. Videos, animations and interactive figures embedded in the chapters bring tricky concepts to life (available for many titles).

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Table of contents

Preface

About the authors

Acknowledgements

Part 1 Digital marketing fundamentals

  1. Introducing digital marketing
  2. Online marketplace analysis: micro-environment
  3. Digital Customer Behaviour

Part 2 Digital marketing strategy development

  1. Digital marketing strategy
  2. Digital branding and the marketing mix
  3. Data-driven relationship marketing using digital platforms

Part 3 Digital marketing: implementation and practice

  1. Delivering the digital customer experience
  2. Campaign planning for digital media
  3. Marketing communications using digital media channels
  4. Evaluation and improvement of digital channel performance

Glossary

Index

Author bios

Dave Chaffey is a digital marketing consultant and co-founder of the marketing learning platform SmartInsights.com. 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.

Majd AbedRabbo is a Senior Lecturer in Digital Marketing at University of the West of Scotland's London Campus after previously holding teaching positions at University of Loughborough and the Princess Sumaya University for Technology, Jordan. Beyond academic career, Majd is an omnichannel marketing consultant for several SMEs worldwide.

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Pearson eText

Extend learning beyond the classroom. Pearson eText is an easy-to-use digital textbook. It lets students customise how they study and learn with enhanced search and the ability to create flashcards, highlight and add notes all in one place. The mobile app lets students learn wherever life takes them, offline or online.

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Pearson eTextbook: What’s on the inside just might surprise you

They say you can’t judge a book by its cover. It’s the same with your students. Meet each one right where they are with an engaging, interactive, personalized learning experience that goes beyond the textbook to fit any schedule, any budget, and any lifestyle.