Digital Marketing

by Dave Chaffey, Fiona Ellis-Chadwick

Digital Marketing, 8 th edition is a market-leading text, providing you with the most comprehensive guide to the strategies, techniques, and online trends that have transformed the way companies communicate with their consumer audiences today. The text, known for its clear structure and accessible content, offers you valuable insight into the main principles and aspects of Digital Marketing. The eighth edition has been comprehensively updated to help you learn more about the success factors of a digital marketing strategy, using key techniques in the area, including search, social media and content marketing, conversion optimisation, and marketing automation. It also introduces increased data-driven marketing techniques with many new examples covering digital analytics, artificial intelligence, and machine learning. This latest edition also links marketing theory with practical business experience to help you understand digital marketing in the real world through case studies from market-leading and cutting-edge companies such as ASOS, Spotify, and L'Oreal. Many useful features include self-assessment exercises and discussion questions to self-test your knowledge and understanding of the topics. With the 'Essential Digital Skills' boxes guiding you into developing key skills you will later need in the workplace, this leading textbook is a must-have guide for students and professionals. Pearson, the world's learning company.

Genres: Nonfiction, Business

560 pages, Paperback

First published October 12, 2012

Reviews

[Sarah - Sarah's Vignettes]

I read the paperback version of this edition for the Digital Marketing module of the CIM Level 4 Certificate in Professional Marketing. It covers all areas digital marketing with case studies, current examples. Useful for both theory and application.

[Stephane Hamel]

A credible, comprehensive and recent reference book on digital marketing.

In my role as an academic advisor and lecturer in the Faculty of Business Administration at Laval University, I was tasked with reorganizing what had previously been two separate courses, “Marketing Strategy” (Introduction to Marketing) and “Fundamentals of the Connected Organization” (Digital Marketing) into one course for the Executive MBA program.

I was looking for a recent book that would offer the academic rigour of a textbook while being relevant and applicable in real life.

I found a gem in “Digital Marketing”, by Dr. Dave Chaffey and Fiona Ellis-Chadwick.

The structure and content make it ideal for both those new to marketing concepts and anyone who needs a refresher and solid understanding of digital. It also places digital marketing transformation in the broader perspective of digital transformation.

[Ramy Samhouri · Rating 4 out of 5]

This book is totally amazing, it brings u for a trip through the digital world and how we can get benefited from it as well as it provides u with a lot of strategies, i gave it 4 out of 5 due to the extreme academic type.

[Janne Hongell · Rating 5 out of 5]

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