Digital Marketing, 8th edition
Published by Pearson (March 2, 2022) © 2022
- Dave Chaffey
- Fiona Ellis-Chadwick Loughborough University
eTextbook
- Easy-to-use search and navigation
- Add notes and highlights
- Search by keyword or page
- A print text (hardcover or paperback)
- Free shipping
Introduce your students to the best Digital Marketing strategies with this industry-leading text.
Digital Marketing, 8th edition is the most comprehensive guide in the field, providing your students with the latest strategies, techniques, and trends.
This updated edition will help your students learn more about the success factors in digital marketing, with case studies from cutting-edge companies linking marketing theory with practice.
The range of questions, exercises, and self-assessments will support your teaching and allow students to build key skills they will later need in the workplace, making this textbook a must-have guide for your course.
Hallmark Features of This Title
Set and manage expectations for your students.
- Make your students aware of what they are expected to achieve, with the list of learning objectives at the beginning of each chapter.
- Encourage your students' research skills with data-driven digital marketing insights.
- Test your students' understanding of the topics with the activities and exercises provided.
Encourage your students to use their critical thinking skills.
- Allow your students to link theory with real-world examples with the case studies found throughout the book and at the end of each chapter.
- Help your students boost their employability skills with practical ideas presented on the 'Essential Digital Skills' boxes, based on students' interests and experiences.
New and updated features of this title
- Simplified chapter introductions blend learning objectives and topics, delivering a clear structure for your students to work.
- Updated case studies within the text feature more start-up and not-for-profit businesses, demonstrating increased diversity.
- The 5Ds of digital marketing have now extended to 7Ds, further emphasising the importance of goal setting, strategy, and customer insight.
- New and updated visuals introduce and better explain digital marketing concepts and options to your students.
- A new section on data-driven marketing covers Big Data, AI, and machine learning. A case study further demonstrates how a start-up business can use data-driven marketing as a strategy for its growth.
- Updated figures recommend an integrated campaign timeline and introduce the different media types that could be appropriate, depending on the campaign budget.
- New figures explain ways for your students to use email marketing and social media as part of the marketing strategy to support customer lifecycle activities (RACE).
- New case studies discuss up-to-date industry topics that will keep your students engaged, such as social media influencers, Tik Tok advertising, Bitcoin and marketing applications of blockchain.
- More practical coverage of Google Analytics offers insight into evaluating and improving digital channel performance.
Features of the Pearson eBook for the 8th Edition
Improve your students' learning experience with leading textbook content and a range of digital tools.
Extend learning beyond the classroom with a digital textbook and integrated resources designed to support your students' learning and keep them engaged.
With eBooks, your students can:
- Customise how they study and add their own notes, bookmarks, and highlights directly in their eBook.
- Organise study time and read online or offline, anytime, anywhere.
- Optimise their studying and access learning content with their computer, mobile, and Android apps.
- Study for their course with an environmentally friendly learning resource.
Find out more about the teaching benefits of Pearson eBooks.
Brief Contents
- Preface
- About the authors
- Acknowledgements
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
- Glossary
- Index
- Credits
Dave Chaffey is a digital marketing consultant and co-founder of the marketing learning platform SmartInsights.com. Dave has been a visiting lecturer on Digital Marketing and E-Commerce courses at different universities, including The University of Leeds, University of Portsmouth, Manchester Metropolitan University, Cranfield, Warwick, and the Institute of Direct and Digital Marketing.
Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at Loughborough University of Business and Economics as well as academic retail and marketing consultant and author.
Need help? Get in touch
Play
Pearson eTextbook: What’s on the inside just might surprise you
They say you can’t judge a book by its cover. It’s the same with your students. Meet each one right where they are with an engaging, interactive, personalized learning experience that goes beyond the textbook to fit any schedule, any budget, and any lifestyle.Â