02902cam a22004218i 4500 22314306 CSPC 20250509091926.0 211117s2022 nju b 001 0 eng 2021049493 9781292400969 (Paperback) DLC eng DLC rda CSPC pcc HF5415.1265 .C455 2022 658.872 C346d 23/eng/20211207 Chaffey, Dave, 1963- author. Digital marketing / Dave Chaffey and Fiona Ellis Chadwick. Strategy, implementation and practice. Digital marketing : strategy, implementation and practice. Eighth edition. 2201 Hoboken, New Jersey : Pearson, 2022. xxvii, 534 pages : color illustrations ; 26 cm. text txt rdacontent unmediated n rdamedia volume nc rdacarrier Includes bibliographical references and index. Part 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. "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"-- Provided by publisher. Internet marketing. Strategic planning. Chadwick, Fiona, author. Online version: Chaffey, Dave, 1963- Strategy, implementation and practice Eighth Edition. Hoboken, NJ : Pearson, [2022] 9781292400990 (DLC) 2021049494 7 cbc orignew 1 ecip 20 y-gencatlg ddc BK 23 658.872 C346d CIR 2022 0 0 0 ddc 0 0 CSPC CSPC CIR 2025-05-09 0 CIR 658.872 C346d 2022 029575 2025-05-09 09:20:15 1-1 2025-05-09 BK 29549 29549