Description



Table of Contents
Brief contents Preface 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

Digital Marketing

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    A Paperback by Dave Chaffey, Fiona Ellis-Chadwick

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      Publisher: Pearson Education Limited
      Publication Date: Publication Date: 1/4/2019 12:02:00 AM
      ISBN13: 9781292241579, 978-1292241579
      ISBN10: 1292241578

      Description



      Table of Contents
      Brief contents Preface 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

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