Opis: Digital Marketing - Fiona Ellis-Chadwick, Dave Chaffey, Richard Mayer

Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.

PART I: DIGITAL MARKETING FUNDAMENTALS

1. Introducing digital marketing

2. Online marketplace analysis: micro-environment

3. The Internet macro-environment

PART II: DIGITAL STRATEGY DEVELOPMENT

4. Digital marketing strategy

5. The Internet and the marketing mix

6. Relationship marketing using digital platforms

PART III: DIGITAL MAKKETING: IMPLEMENTATION & 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

Szczegóły: Digital Marketing - Fiona Ellis-Chadwick, Dave Chaffey, Richard Mayer

Tytuł: Digital Marketing
Autor: Fiona Ellis-Chadwick, Dave Chaffey, Richard Mayer
Producent: Prentice Hall
ISBN: 9780273746102
Rok produkcji: 2012
Ilość stron: 728
Oprawa: Miękka
Waga: 1.35 kg

Recenzje: Digital Marketing - Fiona Ellis-Chadwick, Dave Chaffey, Richard Mayer