EBOOK - Digital Marketing - Strategy, Implementation and Practice - Full Edition (Dave Chaffey)
8 thg 12, 2025 | 01:04

EBOOK - Digital Marketing - Strategy, Implementation and Practice - Full Edition (Dave Chaffey)

 



Features


Hallmark Features of This Title


Set and manage expectations for your students.

• Make your students aware of what they are expected to achieve, with the list of learning objectives at the beginning of each chapter.


Encourage your students' research skills with data-driven digital marketing insights.

• Test your students' understanding of the topics with the activities and exercises provided.

Encourage your students to use their critical thinking skills.

• Allow your students to link theory with real-world examples with the case studies found throughout the book and at the end of each chapter.

• Help your students boost their employability skills with practical ideas presented on the 'Essential Digital Skills' boxes, based on students' interests and experiences.


New to This Edition

• Simplified chapter introductions blend learning objectives and topics, delivering a clear structure for your students to work.

• Updated case studies within the text feature more start-up and not-for-profit businesses, demonstrating increased diversity.

• The 5Ds of digital marketing have now extended to 7Ds, further emphasising the importance of goal setting, strategy, and customer insight.

• New and updated visuals introduce and better explain digital marketing concepts and options to your students.

• A new section on data-driven marketing covers Big Data, AI, and machine learning. A case study further demonstrates how a start-up business can use data-driven marketing as a strategy for its growth.

• Updated figures recommend an integrated campaign timeline and introduce the different media types that could be appropriate, depending on the campaign budget.

• New figures explain ways for your students to use email marketing and social media as part of the marketing strategy to support customer lifecycle activities (RACE).

• New case studies discuss up-to-date industry topics that will keep your students engaged, such as social media influencers, Tik Tok advertising, Bitcoin and marketing applications of blockchain.

• More practical coverage of Google Analytics offers insight into evaluating and improving digital channel performance.


 

Contents


About the authors


Acknowledgements

Part 1 Digital marketing fundamentals

1. Introducing digital marketing

2. Online marketplace analysis: micro-environment

3. The digital macro-environment


Part 2 Digital marketing strategy development

4. Digital marketing strategy

5. Digital branding and the marketing mix

6. Data-driven relationship marketing using digital platforms


Part 3 Digital marketing: implementation and practice

7. Delivering the digital customer experience

8. Campaign planning for digital media

9. Marketing communications using digital media channels

10. Evaluation and improvement of digital channel


performance


Glossary

Index

Credits





 



Features


Hallmark Features of This Title


Set and manage expectations for your students.

• Make your students aware of what they are expected to achieve, with the list of learning objectives at the beginning of each chapter.


Encourage your students' research skills with data-driven digital marketing insights.

• Test your students' understanding of the topics with the activities and exercises provided.

Encourage your students to use their critical thinking skills.

• Allow your students to link theory with real-world examples with the case studies found throughout the book and at the end of each chapter.

• Help your students boost their employability skills with practical ideas presented on the 'Essential Digital Skills' boxes, based on students' interests and experiences.


New to This Edition

• Simplified chapter introductions blend learning objectives and topics, delivering a clear structure for your students to work.

• Updated case studies within the text feature more start-up and not-for-profit businesses, demonstrating increased diversity.

• The 5Ds of digital marketing have now extended to 7Ds, further emphasising the importance of goal setting, strategy, and customer insight.

• New and updated visuals introduce and better explain digital marketing concepts and options to your students.

• A new section on data-driven marketing covers Big Data, AI, and machine learning. A case study further demonstrates how a start-up business can use data-driven marketing as a strategy for its growth.

• Updated figures recommend an integrated campaign timeline and introduce the different media types that could be appropriate, depending on the campaign budget.

• New figures explain ways for your students to use email marketing and social media as part of the marketing strategy to support customer lifecycle activities (RACE).

• New case studies discuss up-to-date industry topics that will keep your students engaged, such as social media influencers, Tik Tok advertising, Bitcoin and marketing applications of blockchain.

• More practical coverage of Google Analytics offers insight into evaluating and improving digital channel performance.


 

Contents


About the authors


Acknowledgements

Part 1 Digital marketing fundamentals

1. Introducing digital marketing

2. Online marketplace analysis: micro-environment

3. The digital macro-environment


Part 2 Digital marketing strategy development

4. Digital marketing strategy

5. Digital branding and the marketing mix

6. Data-driven relationship marketing using digital platforms


Part 3 Digital marketing: implementation and practice

7. Delivering the digital customer experience

8. Campaign planning for digital media

9. Marketing communications using digital media channels

10. Evaluation and improvement of digital channel


performance


Glossary

Index

Credits





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