Digital marketing. (2019)

• Record Type: Book
• Further Information: Note: Dave Chaffey, Fiona Ellis-Chadwick.
• Authors: Chaffey, Dave, 1963-; Ellis-Chadwick, Fiona
• Contents: Front Cover; Title Page; Copyright Page; Brief contents; Contents; Preface; About the authors; Acknowledgements; Part 1 Digital marketing; 1 Introducing digital marketing; Learning objectives; Questions for marketers; Links to other chapters; Introduction -- how has digital marketing transformed marketing?; How will this book help me?; Digital disruptors; Definitions -- what are digital marketing and multichannel marketing?; Paid, owned and earned media; Introduction to digital marketing strategy; Key features of digital marketing strategy; Applications of digital marketing Benefits of digital marketingAlternative digital business models; What is the difference between e-commerceand digital business?; Different forms of functionality of digital presence; Digital marketing insight 1.1 Social commerce -- how much do social networksinfluence purchase?; Challenges in developing and managing digitalmarketing strategy; A strategic framework for developing a digitalmarketing strategy; Introduction to digital marketing communications; Using digital media channels to support businessobjectives; The key types of digital media channels Different types of social media marketing toolsBenefits of digital media; Key challenges of digital communications; Key communications concepts for digital marketing; Case study 1 eBay thrives in the global marketplace; Summary; Exercises; Self-assessment exercises; Essay and discussion questions; Examination questions; References; Weblinks; 2 Online marketplace analysis: micro-environment; Learning objectives; Questions for marketers; Links to other chapters; Introduction; Situation analysis for digital marketing; The digital marketing environment Understanding how customers interact with digital marketsDigital marketing insight 2.1 Resources for analysing the online marketplace; Customer analysis to understand the digital consumer; Demand analysis and conversion marketing; Implications for marketing planning: conversion models; Consumer choice and digital influence; Digital marketing insight 2.2 M-shopping can be thoughtful, motivated and reluctant; Customer characteristics; Social media and emotions; Consumer personas; Digital marketing insight 2.3 How do your customers really feel?; Competitors; Competitor analysis and benchmarking SuppliersDigital marketing intermediaries; New channel structures; Digital business models for e-commerce; Digital revenue models; Case study 2 Boo hoo -- learning from the largest European dot.com failure; Summary; Exercises; Self-assessment exercises; Essay and discussion questions; Examination questions; References; Weblinks; 3 The digital macro-environment; Learning objectives; Questions for marketers; Links to other chapters; Introduction; The rate of environment change; Technological forces; A short introduction to Internet technology; URL strategy; How does the Internet work?
• Edition: Seventh edition
• Publisher Details: Harlow, United Kingdom New York : Pearson Education Limited
• Publication Date: 2019
• Copyright Date: 2019
• Extent: 1 online resource (xxx, 545 pages)
• Subjects: 658.8/72; Internet marketing; Marketing sur Internet; Internet marketing; Electronic books
• Languages: English
• ISBNs: 9781292241586; 1292241586; 9781292241623; 1292241624
• Related ISBNs: 1292241578; 9781292241579
• Notes: Note: Includes bibliographical references and index.; Note: Online resource; title from digital title page (viewed on March 04, 2019).
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.