TY  - BOOK
AU  - Ellis-Chadwick,Fiona
AU  - Chaffey,Dave
TI  - Digital marketing: strategy, implementation and practice 
SN  - 9780273746102  
AV  - HF5415.1265 .C434 2012 
PY  - 2012///
CY  - Harlow
PB  - Pearson
KW  - Internet marketing
N1  - Previous ed. published as: Internet marketing, 2006;  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
ER  -