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Digital marketing / Dave Chaffey, Fiona Ellis-Chadwick.

By: Contributor(s): Material type: TextTextPublisher: Harlow, United Kingdom ; New York : Pearson Education Limited, 2019Copyright date: ©2019Edition: Seventh editionDescription: 577 p. ; ill ; 24 cm. ; pbkISBN:
  • 9781292241579
  • 1292241586
Subject(s): Additional physical formats: Print version:: Digital MarketingDDC classification:
  • 658.872 23
LOC classification:
  • HF5415.1265 .I57 2019
Contents:
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?
Holdings
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?

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