Digital Marketing

Digital Marketing provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. The full text downloaded to your computer

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Autorentext

Dave Chaffey is a digital marketing consultant and co-founder of the marketing advice education learning platform SmartInsights.com. He continues to lecture at universities and colleges including the University of Leeds, University of Portmouth, Manchester Metropolitan University, Cranfield and Warwick and the Institute of Direct and Digital Marketing. Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at the Loughborough University School of Business and Economics, Director of the Institute of Research Application and Consultancy at Loughborough University, academic marketing consultant and author.

Inhalt

• About the authors
• Acknowledgements
• 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
• Glossary
• Index