Digital marketing [electronic book] : strategy, implementation and practice / Dave Chaffey and Fiona Ellis-Chadwick.
By: Chaffey, Dave
.
Contributor(s): Ellis-Chadwick, Fiona.
Material type: 
BookPublisher: Harlow : Pearson Education, 2012Edition: 5th edition.Description: online resource (xxix, 698 pages) : illustrations.Content type: text Media type: computer Carrier type: online resourceISBN: 9780273746102; 9780273746225 (e-book).Subject(s): Internet marketingAdditional physical formats: Print version:.: Digital marketing : strategy, implementation and practice.DDC classification: 658.872 Online resources: E-book Access eBook Also available in print form.Summary: Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.
| Item type | Current library | Call number | Status | |
|---|---|---|---|---|
| eBook | MTU Online eBook | 658.872 (Browse shelf(Opens below)) | Available |
Enhanced descriptions from Syndetics:
Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.
Includes bibliographical references and index.
Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.
CIT Module MRKT 9013 - Core reading.
CIT Module MRKT 9020 - Core reading.
CIT Module MRKT 8003 - Core reading.
CIT Module MRKT 8008 - Core reading.
CIT Module MRKT 8005 - Core reading.
Also available in print form.
Electronic reproduction.: ProQuest Libcentral. Mode of access: World Wide Web.
Table of contents provided by Syndetics
- Part I Digital Marketing Fundamentals
- 1 Introducing digital marketing
- 2 Online marketplace analysis: micro-environment
- 3 The Internet macro-environment
- Part II Digital Strategy Development
- 4 Digital marketing strategy
- 5 The Internet and the marketing mix
- 6 Relationship marketing using digital platforms
- Part III Digital Makketing: Implementation & Practice
- 7 Delivering the online customer experience
- 8 Campaign planning for digital media
- 9 Marketing communications using digital media channels
- 10 Evaluation and improvement of digital channel performance
- 11 Business-to-consumer digital marketing practice
- 12 Business-to-business digital marketing practice
Author notes provided by Syndetics
Dave Chaffey is a digital marketing consultant and publisher of marketing advice site SmartInsights.com. He is a visiting lecturer on marketing courses at Birmingham, Cranfield and Warwick universities and the Institute of Direct Marketing.
Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at the Business School at The Open University Business School, Academic Consultant for the BBC, Marketing Consultant and academic author.