TY  - BOOK
AU  - Chaffey, Dave,
AU  - Ellis-Chadwick, Fiona
TI  - Digital Marketing: Strategy, Implementation and practice
SN  - 9781292241579
AV  - HF 5415.1265 C42D 2019
PY  - 2019///
CY  - Harlow
PB  - Pearson
KW  - INTERNET MARKETING
KW  - CONSUMER BEHAVIOR
KW  - DIRECT MARKETING
KW  - STRATEGIC PLANNING
KW  - ELECTRONIC COMMERCE
KW  - MANAGEMENT
N1  - Part 1 Digital marketing fundamentals page 2-3 -- Introducing digital marketing page 4-45 -- Online marketplace analysis: micro-environment page 46-90 -- The digital macro-environment page 91-133 -- Part 2 Digital marketing strategy development page 134-135 -- Digital marketing strategy page 136-188 -- Digital media and the marketing mix page 189-232 -- Relationship marketing using digital platforms page 233-281 -- Part 3 Digital marketing: implementation and practice page 282-283 -- Delivering the digital customer experience page 284-351 -- Campaign planning for digital media page 352-395 -- Marketing communications using digital media channels page 396-460 -- Evaluation and improvement of digital channel performance page 461-502
ER  -