Digital Marketing

9. Auflage 2025
ISBN: 978-1-292-73808-6
Verlag: Pearson

Buch, Englisch, 576 Seiten, Format (B × H): 195 mm x 265 mm, Gewicht: 1221 g

Explore how to create effective digital marketing strategies with this industry-leading textbook designed specifically for students.

Digital Marketing 9 edition by Dave Chaffey and Fiona Ellis-Chadwick is a comprehensive guide that teaches you how to create digital marketing strategies, techniques, and systems in real-life scenarios. This book goes beyond theory by providing practical examples through engaging case studies and equipping you with the necessary digital skills needed in today's marketing landscape.

Digital marketing has revolutionized how businesses and organizations communicate with their target audiences. By utilizing digital data and analytics, companies can gain valuable insights into their customers and tailor marketing campaigns for maximum impact. However, it's important to balance these data-driven approaches with considerations for customer privacy and security.

This textbook covers all the essential concepts, techniques, and best practices in digital marketing. It combines cutting-edge academic models with hands-on knowledge and skills that will prepare you for a successful career in the field. You will learn how to leverage the opportunities that digital marketing offers while minimizing potential risks.

This updated edition includes a new chapter on digital consumer behaviour, updated case studies from industry-leading companies as well as a Research Spotlight feature that discusses important academic research papers. Additionally, there is a thought-provoking debate on the future of marketing, giving you valuable insights into the distinct scope of digital marketing. Fully updated with the latest coverage of artificial intelligence and the impact of generative AI services through new case studies on Zalando, Brainlabs and new activities such as using GenAI tools to support different marketing activities.

This book has a supporting website at Digital marketing strategy advice - Smart Insights Digital Marketing

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9781292762593 Chaffey Digital Marketing 9th edition MyLab Package, which consists of:

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Students, MyLab should only be purchased when required by an instructor. If MyLab is a recommended/mandatory component of the course, please check with your instructor for the correct ISBN. Instructors, contact your Pearson representative for more information.

Autoren/Hrsg.

Chaffey, Dave

Ellis-Chadwick, Fiona

Abed-Rabbo, Majd

Inhaltsverzeichnis

Preface

About the authors

Acknowledgements

Part 1 Digital marketing fundamentals

1. Introducing digital marketing
2. Online marketplace analysis: micro-environment
3. Digital Customer Behaviour

Part 2 Digital marketing strategy development

1. Digital marketing strategy
2. Digital branding and the marketing mix
3. Data-driven relationship marketing using digital platforms

Part 3 Digital marketing: implementation and practice

1. Delivering the digital customer experience
2. Campaign planning for digital media
3. Marketing communications using digital media channels
4. Evaluation and improvement of digital channel performance

Glossary

Index

Über Autor(innen)

Dave Chaffey is a digital marketing consultant and co-founder of the marketing learning platform SmartInsights.com. Dave has been a visiting lecturer on Digital Marketing and E-Commerce courses at different universities, including The University of Leeds, University of Portsmouth, Manchester Metropolitan University, Cranfield, Warwick, and the Institute of Direct and Digital Marketing.

Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at Loughborough University of Business and Economics as well as academic retail and marketing consultant and author.

Majd AbedRabbo is a Senior Lecturer in Digital Marketing at University of the West of Scotland's London Campus after previously holding teaching positions at University of Loughborough and the Princess Sumaya University for Technology, Jordan. Beyond academic career, Majd is an omnichannel marketing consultant for several SMEs worldwide.