Digital marketing : strategy, implementation and practice / Dave Chaffey, Fiona Ellis-Chadwick.
Material type: TextPublication details: Harlow : Pearson, 2012.Edition: 5th edDescription: xxix, 698 p. : ill., charts ; 27 cmISBN:- 9780273746102 (pbk.)
- 0273746103 (pbk.)
- 658.87202854678 CHA
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.