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Digital marketing : strategy, implementation and practice / Dave Chaffey, Fiona Ellis-Chadwick

Contributor(s): Material type: TextTextPublication details: Harlow : Pearson, 2012.Edition: 5th edDescription: xxix, 698 p. : col. ill. ; 27 cmISBN:
  • 9780273746102
  • 0273746103
Other title:
  • Internet marketing [Other title]
Subject(s): LOC classification:
  • HF5415.1265 .C434 2012
Contents:
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
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Item type Current library Call number URL Status Barcode
Books University of Kalba HF5415.1265 .C434 2012 (Browse shelf(Opens below)) Link to resource Available 00-1-237715

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

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