strategy, implementation and practice Chaffey, Dave 1963- creator author. Chadwick, Fiona author. text bibliography nju 2022 Eighth edition. monographic eng

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xxvii, 534 pages : color illustrations ; 26 cm. "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"-- 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. Dave Chaffey and Fiona Ellis Chadwick. Includes bibliographical references and index. Internet marketing Strategic planning HF5415.1265 .C455 2022 658.872 C346d Chaffey, Dave, 1963- Hoboken, NJ : Pearson, [2022] Eighth Edition. (DLC) 2021049494 9781292400969 2021049493 DLC 211117 20250509091926.0 22314306 eng