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Digital marketing : strategy, implementation and pratice / Dave Chaffey, Fiona Ellis-Chadwick

Main Author Chaffey, Dave Coauthor Ellis-Chadwick, Fiona Edition 5th ed. Publication Harlow : Pearson, 2012 Description 698 p. : il. ; 27 cm ISBN 978-0-273-74610-2 Topical name Marketing - Marketing digital CDU 658.8:004.73
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (QBN)
658.8:004.73 CHA Available UE21598
Total holds: 0

Índice

Part 1: Digital marketing fundamentals
1. Introducing digital marketing
2. Online marketplace analysis: micro-environment
3. The Internet macro-environment

Part 2: Digital strategy development
4. Digital marketing strategy
5. The Internet and the marketing mix
6. Relationship marketing using digital platforms

Part 3: Digital marketing: implementation and 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

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