Chaffey, Dave

Digital marketing excellence : planning, optimizing and integrating online marketing Dave Chaffey and PR Smith - 5th ed. - London : Routledge, c2017. - xxvii, 660 p. : col. ill. ; 26 cm.

Revised edition of the authors' eMarketing excellence, first published in 2002.

Preface -- Acknowledgements -- Introduction to digital marketing -- Remix -- Digital models -- Digital customers -- Social media marketing -- Designing digital experiences -- Traffic building -- Customer lifecycle communications and crm -- Managing digital marketing -- Digital marketing plan -- Glossary -- Index.

Now in its fifth edition, the hugely popular Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing is fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric digital marketing plans.

A practical guide to creating and executing digital marketing plans, it combines established approaches to marketing planning with the creative use of new digital models and digital tools. It is designed to support both marketers and digital marketers, and students of business or marketing who want a thorough yet practical grounding in digital marketing.



Internet marketing

658.872 SM DI

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