Instructor's Manual Digital Marketing Seventh edition Dave Chaffey Fiona Ellis-Chadwick
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Instructor's Manual Digital Marketing Seventh edition Dave Chaffey Fiona Ellis-ChadwickInstructor's Manual Digital Marketing Seventh edition Dave Chaffey Fiona Ellis-Chadwick
The rights of Dave Chaffey and Fiona Ellis-Chadwick to be identified as authors of this work
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ISBN 978-1-292-24159-3
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Contents
Parts and Chapters Pages
Part 1 Digital marketing fundamentals 4
Chapter 1 Introducing digital marketing 5 Chapter 2 Online marketplace analysis:
micro-environment 20 Chapter 3 The digital macro-environment 33
Part 2 Digital marketing strategy development 48
,Chapter 4 Digital marketing strategy 49 Chapter 5 Digital media and the marketing mix 61
Chapter 6 Relationship marketing using digital platforms 71
Part 3 Digital marketing: implementation and practice 81
Chapter 7 Delivering the digital customer experience 82 Chapter 8 Campaign planning for
digital media 92 Chapter 9 Marketing communications using digital media channels 102
Chapter 10 Evaluation and improvement of digital channel performance 112
Introducing digital marketing
One sentence overview
An introduction to digital marketing and the book structure.
Three parts:
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