Name: Digital Marketing: Strategy, Implementation and Practice 8th Edition
Brand: Pearson
SKU: 2773
Availability: InStock

Digital Marketing: Strategy, Implementation and Practice 8th Edition

RM110.00

Dave Chaffey, Fiona Ellis-Chadwick
9781292400969

Digital Marketing, 8th edition is the most comprehensive guide in the field, providing you with the latest strategies, techniques, and online trends.
This updated edition will help you learn more about the success factors in digital marketing, with case studies from cutting-edge companies linking marketing theory with practice.
The range of questions, exercises, and self-assessments will help you develop key skills you will later need in the workplace, making this textbook a must-have guide for students.

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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 branding and the marketing mix
6 Data-driven 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