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Full Description
Explore how to create effective digital marketing strategies with this industry-leading textbook designed specifically for students.
Digital Marketing 9th edition by Dave Chaffey and Fiona Ellis-Chadwick is a comprehensive guide that teaches you how to create digital marketing strategies, techniques, and systems in real-life scenarios. This book goes beyond theory by providing practical examples through engaging case studies and equipping you with the necessary digital skills needed in today's marketing landscape.
Digital marketing has revolutionized how businesses and organizations communicate with their target audiences. By utilizing digital data and analytics, companies can gain valuable insights into their customers and tailor marketing campaigns for maximum impact. However, it's important to balance these data-driven approaches with considerations for customer privacy and security.
This textbook covers all the essential concepts, techniques, and best practices in digital marketing. It combines cutting-edge academic models with hands-on knowledge and skills that will prepare you for a successful career in the field. You will learn how to leverage the opportunities that digital marketing offers while minimizing potential risks.
This updated edition includes a new chapter on digital consumer behaviour, updated case studies from industry-leading companies as well as a Research Spotlight feature that discusses important academic research papers. Additionally, there is a thought-provoking debate on the future of marketing, giving you valuable insights into the distinct scope of digital marketing. Fully updated with the latest coverage of artificial intelligence and the impact of generative AI services through new case studies on Zalando, Brainlabs and new activities such as using GenAI tools to support different marketing activities.
This book has a supporting website at Digital marketing strategy advice - Smart Insights Digital Marketing
Pair this text with MyLab Marketing
MyLab is the teaching and learning platform available to support this title. By combining trusted author content with digital tools and a flexible learning experience, MyLab Marketing personalises learning and assessment to help improve results.
MyLab Marketing is not included with this title. If you would like to purchase both the physical textbook and MyLab Marketing (which also comes with the eTextbook), search for:
9781292762593 Chaffey Digital Marketing 9th edition 'MyLab Package', which consists of:
Print textbook
eTextbook
MyLab Management
Students, MyLab should only be purchased when required by an instructor. If MyLab is a recommended/mandatory component of the course, please check with your instructor for the correct ISBN. Instructors, contact your Pearson representative for more information.
Contents
Preface
About the authors
Acknowledgements
Part 1 Digital marketing fundamentals
Introducing digital marketing
Online marketplace analysis: micro-environment
Digital Customer Behaviour
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
