Digital Marketing

by Dave Chaffey, Fiona Ellis-Chadwick

Digital Marketing provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing.

 

This streamlined seventh edition provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies from cutting edge companies
such as ASOS, Spotify, Zalando and Zappos, to help students understand digital marketing in the real world. To support this, new ‘Essential Digital Skills’ boxes give students guidance on how to develop key skills they will need in the workplace.


 

Readers will learn best practice frameworks for developing a digital marketing strategy, plus success
factors for key digital marketing techniques including search marketing, conversion optimisation and
digital communications using social media including Twitter and Facebook.

Genres: Nonfiction, Business

1405 pages, Kindle Edition

First published October 12, 2012

Reviews

[Sarah - Sarah's Vignettes]

I read the paperback version of this edition for the Digital Marketing module of the CIM Level 4 Certificate in Professional Marketing. It covers all areas digital marketing with case studies, current examples. Useful for both theory and application.

[Stephane Hamel]

A credible, comprehensive and recent reference book on digital marketing.

In my role as an academic advisor and lecturer in the Faculty of Business Administration at Laval University, I was tasked with reorganizing what had previously been two separate courses, “Marketing Strategy” (Introduction to Marketing) and “Fundamentals of the Connected Organization” (Digital Marketing) into one course for the Executive MBA program.

I was looking for a recent book that would offer the academic rigour of a textbook while being relevant and applicable in real life.

I found a gem in “Digital Marketing”, by Dr. Dave Chaffey and Fiona Ellis-Chadwick.

The structure and content make it ideal for both those new to marketing concepts and anyone who needs a refresher and solid understanding of digital. It also places digital marketing transformation in the broader perspective of digital transformation.

[Ramy Samhouri · Rating 4 out of 5]

This book is totally amazing, it brings u for a trip through the digital world and how we can get benefited from it as well as it provides u with a lot of strategies, i gave it 4 out of 5 due to the extreme academic type.

[Janne Hongell · Rating 5 out of 5]

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