Digital Marketing : strategy, implementation and practice

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Digital Marketing : strategy, implementation and practice / Dave Chaffey, Fiona Ellis- Chadwick. - Eight edition published 2022. - Harlow : Pearson Education Limited, 2022. - XXVI, 534 strony : tabele, ilustracje w kolorze, fotografie ; 26 cm.

Author

Chaffey Dave (1963- ) Autor Ellis- Chadwick Fiona Autor

Form of Work

Książki Publikacje fachowe

Audience Group

Studenci Wykładowcy na kursach

Subject

Marketing cyfrowy Marketing partnerski Komunikacja marketingowa Badania marketingowe Metoda tajemniczego klienta Amazon (platforma internetowa) Technologia informacyjna (IT)

Genre/Form

Podręcznik

Domain

Zarządzanie i marketing

zob. w.bibliotece.pl

Availability:

Wypożyczalnia

There are copies available to loan: sygn. 339.138 (1 egz.)

Czytelnia

Copies are only available in the library: sygn. 339.138 (1 egz.)

Notes:

General note

Publikacja zawiera podsumowania rozdziałów, ćwiczenia, odnośniki do stron internetowych i słowniczek.

Bibliography, etc. note

Bibliografia przy rozdziałach. Indeks.

Formatted contents note

Brief contents; Preface; About the authors; Acknowledgements. Part 1. Digital marketing fundamentals: Indroducing gigital marketing; Online marketplace analysis: micro- environment; The digital macro- environment; Part 2. Digital marketing strategy development: Digital marketing strategy development; Digital branding and the marketing mix; Data- driven relationship marketing using digital platforms Part 3. Digital marketing: implementation and practice : Delivering the digital customer experience; Campaign planning for digital media; Marketing communications using digital media channels; Evaluation and improvement of digital channel performance. Glossary; Index; Publisher’s Acknowledgements.