Digital Marketing 7th edition - Chaffey


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Product Description

Digital Marketing provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing.

Table of Content

Part 1 Digital marketing fundamentals
1 Introducing digital marketing
2 Online marketplace analysis: micro-environment
3 The digital macro-environment
Part 2 Digital marketing strategy development
4 Digital marketing strategy
5 Digital media and the marketing mix
6 Relationship marketing using digital platforms
Part 3 Digital marketing: implementation and practice
7 Delivering the digital customer experience
8 Campaign planning for digital media
9 Marketing communications using digital media channels
10 Evaluation and improvement of digital channel performance

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