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Digital Marketing [Print Replica] [Kindle Edition]

Dave Chaffey , Fiona Ellis-Chadwick
4.3 out of 5 stars  See all reviews (37 customer reviews)

Print List Price: £100.99
Kindle Price: £40.50 includes VAT* & free wireless delivery via Amazon Whispernet
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  • Print Replica:
    This Kindle book looks just like the printed book
  • Print ISBN-10: 0273746103
  • Print ISBN-13: 978-0273746102
  • Edition: 5
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Book Description

Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media 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.


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Product Description

From the Back Cover

CHAFFEY, MAYER, JOHNSON & ELLIS-CHADWICK: INTERNET MARKETING, 2/E

Internet Marketing

is a comprehensive guide to how organisations can use the Internet to support their marketing activities and covers all aspects of Internet marketing – environment analysis, strategy development and implementation.

Building on the successful and widely regarded first edition, this second edition of Internet Marketing has a completely revised structure and streamlined content, increasing the marketing orientation of the text by decreasing technical background about the Internet.

New to this edition:

  • A revised structure providing a clear sequence to the stages of strategy development and implementation
  • A new chapter on how the Internet can be used to vary the marketing mix
  • New chapters on the micro- and macro-environment for the Internet, providing a foundation for strategy development
  • Strategy chapter has been updated to reflect latest thinking
  • Greater detail on Internet marketing communications, including the latest techniques, such as pay-per-click search engines and viral marketing
  • New case studies
  • Relationship marketing chapter now takes a CRM-orientated approach
  • New, four-colour design to improve clarity
A Companion Website at www.booksites.net/chaffey includes study material designed to help you improve your understanding, extensive links to useful websites and an online glossary.

 

Dave Chaffey is a senior examiner for the Chartered Institute of Marketing e-marketing professional development award and continues to lecture at the universities of Derby, Leeds and Warwick. He is also the director of a consultancy advising on e-marketing strategy and execution.

Richard Mayer lectures in marketing at the Derbyshire Business School, University of Derby and is a course director for practitioner seminars from the Chartered Institute of Marketing on marketing concepts and their application to the Internet.

Kevin Johnston is currently a consultant, training clients in the UK and abroad to use information management tools. He has been published in several marketing journals and previously worked as a senior lecturer at the Derbyshire Business School, University of Derby, where he created one of the UK’s first e-commerce degree programmes.

Fiona Ellis-Chadwick lectures in retailing and e-commerce at Loughborough University Business School. Her research interests focus on the impact of e-commerce in consumer and industrial markets, online customer relationship management and strategic implications of adoption of the Internet to business management. She has published in a number of marketing and retailing journals and has wide experience in the retail industry.

Internet Marketing will be invaluable for students studying e-marketing, e-commerce or Internet marketing at second, third or postgraduate level, as well as specialist courses involving Internet marketing. It should also prove to be extremely useful for practitioners wishing to update their e-marketing skills.

About the Author

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 Business School at The Open University Business School, Academic Consultant for the BBC, Marketing Consultant and academic author.


Product details

  • Format: Kindle Edition
  • File Size: 139425 KB
  • Print Length: 728 pages
  • Simultaneous Device Usage: Up to 2 simultaneous devices, per publisher limits
  • Publisher: Pearson; 5 edition (12 Oct. 2012)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B00J8OSOS4
  • Text-to-Speech: Not enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Enhanced Typesetting: Not Enabled
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (37 customer reviews)
  • Amazon Bestsellers Rank: #125,426 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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More About the Author

"Well known for his practical online marketing advice, Dave Chaffey (http://www.smartinsights.com) has helped tens of thousands of UK businesses improve their Digital Marketing through his bestselling books, workshops and consulting.

Get free updates on the latest developments in Digital Marketing from Dave on his SmartInsights.com portal via Email, Twitter, RSS or Facebook.

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.

Dave is Director of Marketing Insights Limited (www.marketing-insights.co.uk) and has advised companies including 3M, BP, Euroffice.


Customer Reviews

Most Helpful Customer Reviews
7 of 8 people found the following review helpful
5.0 out of 5 stars Excellent, detailed, comprehensive and readable 8 April 2013
By Fibri
Format:Paperback|Verified Purchase
Having worked in web and digital marketing for 15 years, I'm quite an expert myself. I bought this book for my daughter (it's a reference work for the Chartered Institute of Marketing course on Digital Marketing). Now she can learn everything I learned in 15 years, just by studying one book. So can you.

It's comprehensive, well written, well structured. Very pedagogical. It's not lightweight by any means, but the information is presented in a very digestible way. The structure of each section is "In this section you will learn XYZ. This is XYZ. Now you have learnt XYZ." - i.e. presentation, explanation, summary.

I highly recommend this book for anyone wanting to learn about digital marketing (check the contents list to see what it covers).
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10 of 12 people found the following review helpful
By Angus Jenkinson VINE VOICE
Format:Paperback|Verified Purchase
The authorial team have produced an extremely readable, authoritative, practical, wide ranging and illuminating description of how Internet marketing can be planned and executed. It is studded with good examples, technique and advice. It's even better in this new edition
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6 of 7 people found the following review helpful
5.0 out of 5 stars great book 8 Jun. 2011
By Jo G
Format:Paperback
Studying Digital marketing at CIM and this is one of the course texts. Cannot reccommend more highly. Simple to follow, and really useful. A must have for wannabe online marketers!
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4 of 5 people found the following review helpful
4.0 out of 5 stars Useful resource for professional planning 1 Oct. 2008
Format:Paperback
Don't read this book if you want a superficial understanding on digital marketing - it's more an academic resource which places Internet into the wide marketing landascape as a medium, promotion tool, distribution channel, and language/cultural factor itself. The book comes with URLs and references to external resources for updates and best practices. It is definetely a good manual for developing satisfactory to successful (depending on one's own experience) digital plans.
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6 of 8 people found the following review helpful
5.0 out of 5 stars high quality 29 Sept. 2009
Format:Paperback
I am amazed how full of information is this book ! It's worth buying it because it enlightens you about marketing online , giving a lot of examples. It's not only theory but also practice with a lot of links to different websites that are useful to understand or study a certain matter.High professional in my opinion.
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5 of 7 people found the following review helpful
2.0 out of 5 stars Out of date 26 April 2014
Format:Paperback|Verified Purchase
I won't recommend to anyone to buy this version of this book, not because the book is not a great book, but because it is advisable to buy the up to date version of the Dave Chaffey book, called Digital Marketing, instead of Internet Marketing, which is almost totally out of date. The reason is that internet marketing has evolved quite rapidly and this version of the book does not contain fundamental information, like mobile marketing, new ideas on the marketing mix, analytics, and so on.
Nevertheless, The updated book, as it should be, is the right option, because the last edition is perhaps the best book on the market to grab the most advanced theory, principles and application in digital marketing.
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3.0 out of 5 stars Three Stars 21 May 2015
By Sammi
Format:Paperback|Verified Purchase
Nice delivery and clearly a new book, although it arrived with a rip on the back cover.
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1 of 2 people found the following review helpful
Format:Paperback
Sufficiently detailed to appeal to the budding internet marketing enthusiast, there are plenty of practical, real-world tips, with advice based on solid experience and case-studies. A highly recommended text for marketers who need to produce practical tactical and strategic plans designed for real-world implementation.
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