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Digital Marketing Paperback – 4 December 2015

by Dave Chaffey (Author), Fiona Ellis-Chadwick (Author)
4.4 out of 5 stars 98
Edition: 6th
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Digital Marketing
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Digital Marketing: Strategy, Implementation and Practiceprovides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.

Readers will learn best practice frameworks for developing a digital marketing strategy, plus success factors for key digital marketing techniques including search marketing, conversion optimisation and digital communications using social media including Twitter and Facebook.

Previous page
  1. ISBN-10
    9781292077611
  2. ISBN-13
    978-1292077611
  3. Edition
    6th
  4. Publisher
    Pearson
  5. Publication date
    4 December 2015
  6. Language
    English
  7. Dimensions
    19.56 x 4.06 x 26.42 cm
  8. Print length
    728 pages
  9. See all details
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Product description

Review

'I have used this book in all its editions since first publication with my undergraduate and postgraduate students. It is a core text for all the students, because it provides the detail they require at an academic level. Importantly it is a book for the practitioner to use too. This is why we use it on our postgraduate practitioner programmes – where we actually buy the book for the students as we believe it is that important. No other text comes close and literally thousands of our graduates have benefitted from it in their subsequent careers: written by the specialist for the specialist.'
David Edmundson-Bird Principal Lecturer in Digital Marketing Manchester Metropolitan University

Now in its sixth edition, Digital Marketing: Strategy, Implementation and Practice provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.

Readers will learn best practice frameworks for developing a digital marketing strategy, plus success factors for key digital marketing techniques including search marketing, conversion optimisation and digital communications using social media including Twitter and Facebook.

Dave Chaffey is a digital marketing consultant and publisher of marketing advice site SmartInsights.com. He is a visiting lecturer on marketing courses at Birmingham, Cranfield and Warwick universities and the Institute of Direct Marketing.

Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at the Loughborough University School of Business and Economics, Director of the Institute of Research Application and Consultancy at Loughborough University, academic marketing consultant and author.

From the Back Cover

'I have used this book in all its editions since first publication with my undergraduate and postgraduate students. It is a core text for all the students, because it provides the detail they require at an academic level. Importantly it is a book for the practitioner to use too. This is why we use it on our postgraduate practitioner programmes – where we actually buy the book for the students as we believe it is that important. No other text comes close and literally thousands of our graduates have benefitted from it in their subsequent careers: written by the specialist for the specialist.'
David Edmundson-Bird Principal Lecturer in Digital Marketing Manchester Metropolitan University

Now in its sixth edition, Digital Marketing: Strategy, Implementation and Practice provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.

Readers will learn best practice frameworks for developing a digital marketing strategy, plus success factors for key digital marketing techniques including search marketing, conversion optimisation and digital communications using social media including Twitter and Facebook.

Dave Chaffey is a digital marketing consultant and publisher of marketing advice site SmartInsights.com. He is a visiting lecturer on marketing courses at Birmingham, Cranfield and Warwick universities and the Institute of Direct Marketing.

Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at the Loughborough University School of Business and Economics, Director of the Institute of Research Application and Consultancy at Loughborough University, academic marketing consultant and author.

Product details

  • ASIN ‏ : ‎ 1292077611
  • Publisher ‏ : ‎ Pearson; 6th edition (4 December 2015)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 728 pages
  • ISBN-10 ‏ : ‎ 9781292077611
  • ISBN-13 ‏ : ‎ 978-1292077611
  • Dimensions ‏ : ‎ 19.56 x 4.06 x 26.42 cm
  • Customer Reviews:
    4.4 out of 5 stars 98

About the author

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Dave Chaffey

Dave Chaffey

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"Well known for his practical online marketing advice, Dave Chaffey has helped tens of thousands of businesses improve their Digital Marketing through his bestselling books, workshops and consulting".

He is the co-founder of SmartInsights.com, a digital marketing strategy advice site with over 80,000 members worldwide.

Basic Members get free planning templates and infographics plus updates on the latest developments in Digital Marketing.

He is proud to have been recognized by the Department of Trade and Industry as one of the leading individuals who have provided input and influence on the development and growth of E-commerce and the Internet in the UK over the last 10 years. Dave has also been recognised by the Chartered Institute of Marketing as one of 50 marketing 'gurus' worldwide who have shaped the future of Marketing.

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4.4 out of 5 stars
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Stefan Michel
5.0 out of 5 stars Great book that needs an update
Reviewed in the United States on 9 August 2019
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I very much like the holistic perspective of the book. I was a bit surprised to find many examples from 2005/2006 in the book. I am the author of several marketing textbooks and we know that everything "digital" requires constant updating. I am waiting for the 7th edition and enjoy the current one until then.
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Joao Subtil
5.0 out of 5 stars excelente
Reviewed in Spain on 30 April 2019
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excelente
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Johann Schlieper
1.0 out of 5 stars Untauglich auf Kindle
Reviewed in Germany on 30 November 2017
Verified Purchase
Dieses Buch ist auf dem Kindle nicht zu empfehlen, denn es scheint nur auf einem Gerät gleichzeitig installierbar zu sein. Das ist allerdings beim Kauf nicht angegeben. Ich nutze immer Kindle Bücher im Büro und zu Hause, das geht ausgerechnet mit einem Fachbuch für digitales Marketing nicht.
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Johann Schlieper
1.0 out of 5 stars Untauglich auf Kindle
Reviewed in Germany on 30 November 2017
Dieses Buch ist auf dem Kindle nicht zu empfehlen, denn es scheint nur auf einem Gerät gleichzeitig installierbar zu sein. Das ist allerdings beim Kauf nicht angegeben. Ich nutze immer Kindle Bücher im Büro und zu Hause, das geht ausgerechnet mit einem Fachbuch für digitales Marketing nicht.
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Amazon Customer
5.0 out of 5 stars An excellent source on which to base the L3 BTEC Business ...
Reviewed in the United Kingdom on 10 January 2018
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An excellent source on which to base the L3 BTEC Business module Unit 12 Internet Marketing. The unit content is quite a bit out of date but basing the teaching and learning on both the book and the associated website breathes new life into the unit.
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Culture Enthusiast
4.0 out of 5 stars Molto buono ma in alcune parti mi mi aspettavo di piu'
Reviewed in Italy on 8 June 2017
Verified Purchase
Gli autori di questo libro sul digital marketing sono molto conosciuti per essere esperti in materia. Quindi mi aspettavo un testo molto completo, seppur con il limite che piattaforme e strategie cambiano velocemente dati i progressi tecnologici ed i lanci di nuove soluzioni. Il libro e' fatto molto bene ma mi ha un po' deluso. E' un excursus sul tema del digital marketing ma, fatta eccezione per alcune interviste e per alcuni case studies un po' superficiali, non l'ho trovato molto innovativo se gia' seguite gli autori. E' sicuramente uno dei libri migliori sul mercato quando si tratta di digital marketing, un must have per persone che sono agli inizi o intemerate. Ma se siete gia' esperi questo libo non offre molti spunti aggiuntivi.

La dicitura in bella vista relativa all'implementazione non e' stata sviluppata in modo soddisfacente. Non vale i 60 euro che ho pagato per questo libro (peraltro ora Amazon lo vende alla cifra assurda di oltre 200 euro, che non ha senso).
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