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Digital marketing / Dave Chaffey and Fiona Ellis Chadwick.

By: Contributor(s): Material type: TextTextPublisher: Hoboken, New Jersey : Pearson, 2022Edition: Eighth editionDescription: xxvii, 534 pages : color illustrations ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781292400969
Other title:
  • Strategy, implementation and practice
  • Digital marketing : strategy, implementation and practice
Subject(s): Additional physical formats: Online version:: Strategy, implementation and practiceDDC classification:
  • 658.872 C346d 23/eng/20211207
LOC classification:
  • HF5415.1265 .C455 2022
Contents:
Part 1. Digital marketing fundamentals -- Introducing digital marketing -- Online marketplace analysis: micro-environment -- 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.
Summary: "Digital marketing has transformed how businesses and other organisations communicate with their audiences. Consumers now have access to a much wider choice of entertainment, products, services and prices from different suppliers and a more convenient way to select and purchase items. Organisations have the opportunity to expand into new markets, offer new services, interact with audiences in new ways and compete on a more equal footing with larger businesses. Marketers working within these organisations have the opportunity to develop new skills and to integrate these new tools to improve the competitiveness of the company"-- Provided by publisher.
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Holdings
Item type Current library Shelving location Call number Copy number Status Date due Barcode
Books Books Main Library Circulation Section CIR 658.872 C346d 2022 (Browse shelf(Opens below)) 1-1 Available 029575

Includes bibliographical references and index.

Part 1. Digital marketing fundamentals -- Introducing digital marketing -- Online marketplace analysis: micro-environment -- 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.

"Digital marketing has transformed how businesses and other organisations communicate with their audiences. Consumers now have access to a much wider choice of entertainment, products, services and prices from different suppliers and a more convenient way to select and purchase items. Organisations have the opportunity to expand into new markets, offer new services, interact with audiences in new ways and compete on a more equal footing with larger businesses. Marketers working within these organisations have the opportunity to develop new skills and to integrate these new tools to improve the competitiveness of the company"-- Provided by publisher.

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