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Digital marketing : strategy, implementation and practice / Dave Chaffey, Fiona Ellis-Chadwick.

By: Contributor(s): Material type: TextTextPublication details: Harlow : Pearson, 2012.Edition: 5th edDescription: xxix, 698 p. : ill., charts ; 27 cmISBN:
  • 9780273746102 (pbk.)
  • 0273746103 (pbk.)
Subject(s): DDC classification:
  • 658.87202854678 CHA
Contents:
Part 1.Digital marketing fundamentals -- 1.Introducing digital marketing -- 2.Online marketplace analysis: micro-environment -- 3.The Internet macro-environment -- Part 2.Digital strategy development -- 4.Digital marketing strategy -- 5.The Internet and the marketing mix -- 6.Relationship marketing using digital platforms -- Part 3.Digital marketing: implementation and 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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.87202854678 CHA (Browse shelf(Opens below)) 1 Available 219066
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.87202854678 CHA (Browse shelf(Opens below)) 1 Available 219065

Previous ed. published as: Internet marketing, 2006.

Includes bibliographical references and index.

Part 1.Digital marketing fundamentals -- 1.Introducing digital marketing -- 2.Online marketplace analysis: micro-environment -- 3.The Internet macro-environment -- Part 2.Digital strategy development -- 4.Digital marketing strategy -- 5.The Internet and the marketing mix -- 6.Relationship marketing using digital platforms -- Part 3.Digital marketing: implementation and 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.

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