<strong><em>Digital Marketing</em></strong> 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. <br/>
<br/>
This streamlined&nbsp;edition provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. <strong><em>Digital Marketing</em></strong> links marketing theory with practical business experience through case studies from cutting edge companies such as ASOS, Spotify, Zalando and Zappos, to help students understand digital marketing in the real world. To support this, new &lsquo;Essential Digital Skills&rsquo; boxes give students guidance on how to develop key skills they will need in the workplace. <br/>
<br/>
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.

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

<p><strong>Digital Marketing</strong> 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.</p> <p>This streamlined edition provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals.</p> <p><strong>Digital Marketing</strong> links marketing theory with practical business experience through case studies from cutting edge companies such as ASOS, Spotify, Zalando and Zappos, to help students understand digital marketing in the real world. To support this, new ‘Essential Digital Skills' boxes give students guidance on how to develop key skills they will need in the workplace.</p> <p>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.</p> <p><strong>This edition includes a <a href="https://media.pearsoncmg.com/intl/wps-wraps/ema_uk_he_chaffey_digmark_7/cw/" target="_blank">Companion Website</a>.</strong></p>

<p><strong>Digital Marketing</strong> provides the most comprehensive guide to all aspects of <strong><em>Digital Marketing</em></strong> 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.</p> <p>This streamlined edition provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. <strong><em>Digital Marketing</em></strong> links marketing theory with practical business experience through case studies from cutting edge companies such as ASOS, Spotify, Zalando and Zappos, to help students understand digital marketing in the real world.</p> <p>To support this, new ‘Essential Digital Skills' boxes give students guidance on how to develop key skills they will need in the workplace. 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.</p> <p><strong>The full text downloaded to your computer</strong></p> <p>With eBooks you can:</p> <ul> <li>search for key concepts, words and phrases</li> <li>make highlights and notes as you study</li> <li>share your notes with friends</li> </ul> <p><strong>eBooks </strong>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.</p> <p>Upon purchase, you'll gain instant access to this eBook.</p> <p><strong>Time limit</strong></p> <p>The <strong>eBooks</strong> products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.</p> <p><strong>This edition includes a <a href="https://media.pearsoncmg.com/intl/wps-wraps/ema_uk_he_chaffey_digmark_7/cw/" target="_blank">Companion Website</a>.</strong></p>

Dave Chaffey

Fiona Ellis-Chadwick

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eTextbook

Digital Marketing

Digital Marketing, 7th edition

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