02555cam a22003618i 450000100090000000300050000900500170001400800410003101000170007202000310008904000290012004200080014905000280015708200360018510000350022124500640025624600430032024600640036325000200042726300090044726400430045630000540049933600260055333700280057933800270060750400510063450506050068552006630129065000240195365000240197770000300200177601620203122314306CSPC20250509091926.0211117s2022    nju      b    001 0 eng    a  2021049493  a9781292400969q(Paperback)  aDLCbengcDLCerdadCSPC  apcc00aHF5415.1265b.C455 202200a658.872bC346d223/eng/202112071 aChaffey, Dave,d1963-eauthor.10aDigital marketing /cDave Chaffey and Fiona Ellis Chadwick. 3aStrategy, implementation and practice. 4aDigital marketing :bstrategy, implementation and practice.  aEighth edition.  a2201 1aHoboken, New Jersey :bPearson,c2022.  axxvii, 534 pages :bcolor illustrations ;c26 cm.  atextbtxt2rdacontent  aunmediatedbn2rdamedia  avolumebnc2rdacarrier  aIncludes bibliographical references and index.0 aPart 1. Digital marketing fundamentals -- Introducing digital marketing -- Online marketplace analysis: micro-environment -- The digital macro-environment -- 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.  a"Digital marketing has transformed how businesses and other organisations communicate with their audiences. Consumers now have access to a much wider choice of entertainment, products, services and prices from different suppliers and a more convenient way to select and purchase items. Organisations have the opportunity to expand into new markets, offer new services, interact with audiences in new ways and compete on a more equal footing with larger businesses. Marketers working within these organisations have the opportunity to develop new skills and to integrate these new tools to improve the competitiveness of the company"--cProvided by publisher. 0aInternet marketing. 0aStrategic planning.1 aChadwick, Fiona,eauthor.08iOnline version:aChaffey, Dave, 1963-tStrategy, implementation and practicebEighth Edition.dHoboken, NJ : Pearson, [2022]z9781292400990w(DLC) 2021049494