Digital marketing / Dave Chaffey, Fiona Ellis-Chadwick.
Material type: TextPublisher: Harlow, United Kingdom ; New York : Pearson Education Limited, 2019Copyright date: ©2019Edition: Seventh editionDescription: 577 p. ; ill ; 24 cm. ; pbkISBN:- 9781292241579
- 1292241586
- 658.872 23
- HF5415.1265 .I57 2019
Item type | Current library | Call number | Status | Date due | Barcode |
---|---|---|---|---|---|
General Lending | Wexford Campus Library Wexford General Lending | 658.872 (Browse shelf(Opens below)) | Available | 85730 |
Infrastructure components of the Internet
Digital Marketing.
Includes bibliographical references and index.
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?