Digital Marketing, 8th edition

Published by Pearson (March 21, 2022) © 2022

  • Dave Chaffey
  • Fiona Ellis-Chadwick Loughborough University
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Get the best learning experience of the most up-to-date digital marekting concepts with Pearson eBook.

This all-in-one eBook for Digital Marketing offers leading textbook content and a range of digital tools, with integrated resources designed to support your learning.

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Brief Contents

  • Preface
  • About the authors
  • Acknowledgements

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

  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
  • Credits

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