Digital Marketing : Strategy, Implementation and Practice （5TH）

Chaffey, Dave/ Ellis-Chadwick, Fiona

Pearson Education（2012/12発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 698 p.
• 言語 ENG
• 商品コード 9780273746102
• DDC分類 658

Full Description

Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.

Contents

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