000 01487nam a2200265 a 4500
005 20250421075713.0
008 130316s2012 enka 001 0 eng d
020 _a9780273746102
020 _a0273746103
037 _bSBF2012-ENG
040 _aAE-ShU
_cUKB
050 4 _aHF5415.1265
_b.C434 2012
245 0 0 _aDigital marketing :
_bstrategy, implementation and practice /
_cDave Chaffey, Fiona Ellis-Chadwick
246 1 3 _aInternet marketing
250 _a5th ed
260 _aHarlow :
_bPearson,
_c2012.
300 _axxix, 698 p. :
_bcol. ill. ;
_c27 cm.
365 _b187.48
_cAED
500 _aPrevious ed. published as: Internet marketing, 2006
505 0 _a 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
650 0 _aInternet marketing.
700 1 _aEllis-Chadwick, Fiona.
700 1 _aChaffey, Dave,
_d1963-
942 _cBKS
999 _c10229
_d10229