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Digital Marketing, 8th edition

Published by Pearson (March 2, 2022) © 2022

  • Dave Chaffey
  • Fiona Ellis-Chadwick Loughborough University
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  • A print text

Expand your knowledge in Digital Marketing and learn from the success stories of some of the biggest brands.

Digital Marketing, 8th edition is the most comprehensive guide in the field, providing you with the latest strategies, techniques, and online trends.

This updated edition will help you 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 help you develop key skills you will later need in the workplace, making this textbook a must-have guide for students.

This edition includes a Companion Website.

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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