Statement of responsibility: Dave Chaffey, Fiona Ellis-Chadwick
ISBN: 1292241578, 9781292241579
Intended audience: Specialized.
Previous edition: 2016.
Includes bibliographical references and index.
xxx, 545p. : ill.; 27cm.
Internet marketing.; Business and Management.
- Brief contents
- About the authors
- Part 1 Digital marketing fundamentals
- 1 Introducing digital marketing
- 2 Online marketplace analysis: micro-environment
- 3 The digital macro-environment
- Part 2 Digital marketing strategy development
- 4 Digital marketing strategy
- 5 Digital media and the marketing mix
- 6 Relationship marketing using digital platforms
- Part 3 Digital marketing: implementation and practice
- 7 Delivering the digital customer experience
- 8 Campaign planning for digital media
- 9 Marketing communications using digital media channels
- 10 Evaluation and improvement of digital channel performance