Digital Marketing 9th Edition

Dave Chaffey; Fiona Ellis-Chadwick

c | 2022

ISBN	9781292400969
Publishing date	2 Mar 2022

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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.

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.

MyLab Marketing

This title can be supported by MyLab Marketing, an online homework and tutorial system, designed to test and build your students understanding. If you'd like to arrange a demonstration of MyLab Marketing, let us know by contacting us at docent@pearson.com and we can get a Pearson representative to contact you. Visit Pearson MyLab & Mastering to find out how it can improve results by engaging students effectively with immersive content, tools, and experiences.

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