Digital Marketing
Pearson Education Limited (Verlag)
978-1-292-40096-9 (ISBN)
Featuring updated topics and exercises, this must-have book will support your teaching and help your students build their skills around the subject.
Discover more about effective Digital Marketing strategies and practices, and expand your knowledge of the field, learning from the success stories of some of the biggest brands. Digital Marketing, 8th edition is a market-leading text, providing you with the most comprehensive guide to the strategies, techniques, and online trends that have transformed the way companies communicate with their consumer audiences today.
The text, known for its clear structure and accessible content, offers you valuable insight into the main principles and aspects of Digital Marketing. The eighth edition has been comprehensively updated to help you learn more about the success factors of a digital marketing strategy, using key techniques in the area, including search, social media and content marketing, conversion optimisation, and marketing automation. It also introduces increased data-driven marketing techniques with many new examples covering digital analytics, artificial intelligence, and machine learning.
This latest edition also links marketing theory with practical business experience to help you understand digital marketing in the real world through case studies from market-leading and cutting-edge companies such as ASOS, Spotify, and L'Oréal.
Many useful features include self-assessment exercises and discussion questions to self-test your knowledge and understanding of the topics. With the 'Essential Digital Skills' boxes guiding you into developing key skills you will later need in the workplace, this leading textbook is a must-have guide for students and professionals.
Pearson, the world's learning company.
Dave Chaffey is a digital marketing consultant and co-founder of the marketing learning platform SmartInsights.com. Dave has been a visiting lecturer on Digital Marketing and E-Commerce courses at different universities, including The University of Leeds, University of Portsmouth, Manchester Metropolitan University, Cranfield, Warwick, and the Institute of Direct and Digital Marketing. Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at Loughborough University of Business and Economics as well as academic retail and marketing consultant and author.
Brief Contents
Preface
About the authors
Acknowledgements
Part 1: Digital marketing fundamentals
Introducing digital marketing
Online marketplace analysis: micro-environment
The digital macro-environment
Part 2: Digital marketing strategy development
Digital marketing strategy
Digital branding and the marketing mix
Data-driven relationship marketing using digital platforms
Part 3: Digital marketing: implementation and practice
Delivering the digital customer experience
Campaign planning for digital media
Marketing communications using digital media channels
Evaluation and improvement of digital channel performance
Glossary
Index
Credits
| Erscheinungsdatum | 09.03.2022 |
|---|---|
| Verlagsort | Harlow |
| Sprache | englisch |
| Maße | 196 x 266 mm |
| Gewicht | 1040 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-292-40096-X / 129240096X |
| ISBN-13 | 978-1-292-40096-9 / 9781292400969 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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