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Chaffey, Dave, 1963-

Digital Marketing: Strategy, Implementation and practice / Dave Chaffey and Fiona Ellis-Chadwick - 7th ed. - Harlow : Pearson, 2019 - XXX, 545 p. : ill. ; 26 cm.

Part 1 Digital marketing fundamentals page 2-3 -- Introducing digital marketing page 4-45 -- Online marketplace analysis: micro-environment page 46-90 -- The digital macro-environment page 91-133 -- Part 2 Digital marketing strategy development page 134-135 -- Digital marketing strategy page 136-188 -- Digital media and the marketing mix page 189-232 -- Relationship marketing using digital platforms page 233-281 -- Part 3 Digital marketing: implementation and practice page 282-283 -- Delivering the digital customer experience page 284-351 -- Campaign planning for digital media page 352-395 -- Marketing communications using digital media channels page 396-460 -- Evaluation and improvement of digital channel performance page 461-502

ISBN: 9781292241579 1165

Subjects--Topical Terms:
INTERNET MARKETING
CONSUMER BEHAVIOR
DIRECT MARKETING
STRATEGIC PLANNING
ELECTRONIC COMMERCE--MANAGEMENT

LC Class. No.: HF 5415.1265 / C42D 2019