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Digital Marketing: Strategy, Implementation and Practice [Paperback]

Dave Chaffey , Fiona Ellis-Chadwick
4.5 out of 5 stars  See all reviews (22 customer reviews)
RRP: 53.99
Price: 51.29 & FREE Delivery in the UK. Details
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Book Description

12 July 2012 0273746103 978-0273746102 5

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 details

  • Paperback: 728 pages
  • Publisher: Pearson; 5 edition (12 July 2012)
  • Language: English
  • ISBN-10: 0273746103
  • ISBN-13: 978-0273746102
  • Product Dimensions: 3.8 x 19 x 26 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (22 customer reviews)
  • Amazon Bestsellers Rank: 20,197 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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.

Product Description

From the Back Cover

'Recent, relevant content, written in a jargon-free style from a practitioners perspective. The emphasis is on real world applications within a global context, making this book equally useful in the marketplace or when studying.' - Fiona Harte, Sales Manager in Inside Sales, IBM

'Chaffey & Ellis-Chadwick build upon what is already the "first stop" for anyone wanting to get to grips with Internet and Digital marketing.  Using a systematic approach, this edition provides an essential roadmap of the issues and opportunities of this rapidly evolving discipline.' - Ian Harris, Digital Marketer (BSc, PhD)

'This book has an excellent balance between theory and application that is reinforced by the background of the authors. This new edition is important as it remains contemporary and relevant with regular updates that incorporate not just the latest academic research but also new and insightful examples from industry.' -

 Dr. George Christodoulides, Professor of Marketing at Henley Business School, University of Reading

 

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.

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 e-communications using social media including Twitter and Facebook.

This text comes with a wealth of additional resources, including website and video links, multiple-choice questions and an author blog. Visit www.pearsoned.co.uk/chaffey.

 

'Chaffey and Ellis-Chadwick succeed where most marketing texts fail, in producing a book which is as relevant to marketing managers as it is to marketing students. ...Dave Chaffey is in a unique position to write this book, having established himself as a leading UK internet consultant, blogger and author.' - Dr Ruth Rettie, Senior Lecturer, Kingston University, London

'He has done it again! His book is excellent, not only for me, but first of all for my students on nearly every level for learning the basics about Digital Marketing. ...Dave Chaffey is a master at making a difficult topic easy and very interesting. So thank you!' - Dr Ellen Hertzberg, Hedmark University College, Norway, and Bangkok University Graduate School, Thailand

'Dave Chaffey writes absolutely the best textbooks I have ever read on this topic. His publications and website represent for me a very valuable professional support tool and a true benchmark on cutting edge e-marketing innovation. He is really paving the way to the future of the e-marketing body of knowledge.' - Professor Ivo Pezzuto, Principal Management Consultant, and Senior Professor of Marketing and Strategy, Swiss Management Center

 

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.

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.


Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

Most Helpful Customer Reviews
6 of 6 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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3 of 3 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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9 of 10 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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2 of 2 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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4 of 5 people found the following review helpful
5.0 out of 5 stars high quality 29 Sep 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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5.0 out of 5 stars Great book 1 April 2014
Format:Paperback|Verified Purchase
Fantastic book for both beginners and experienced professionals in the marketing field. Case studies are good and it's simply written. Highly recommended
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5.0 out of 5 stars Fantastic book 27 Mar 2014
By maria
Format:Paperback|Verified Purchase
I will recommend this book to my friend from my university; delivery was very good and price was lowest in the UK market, big benefit for my pocket, thank you so much
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5.0 out of 5 stars Interessting book! 20 Mar 2014
By Yvan
Format:Paperback|Verified Purchase
Very rich and explanatory academic book! Not only that bus very much of help to professionals in the field.
Thank you!
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Most Recent Customer Reviews
5.0 out of 5 stars WELL WRITTEN AND EASY TO UNDERSTAND!
This is an excellent book to up-skill anyone who is keen to keep abreast of the changes in technology and understand some of the academic behind the practical. Read more
Published 1 month ago by John noble
5.0 out of 5 stars Good
Just for my course essay. Good quality, full colourful. I think it is worth buying and using it in my study life.
Published 4 months ago by Jun Gu
4.0 out of 5 stars Great book on Digital Marketing
Just got this book because it was recommended as a core texts for my masters program. Good book for for MSc Marketing students. Read more
Published 7 months ago by Plain Truth
5.0 out of 5 stars Excellent
In the process of up dating my Digital Marketing knowledge - have been a marketer for 30 years, so a lot of this book's content isn't new, just adds that new perspective of how to... Read more
Published 12 months ago by Jacqueline York
5.0 out of 5 stars Good Database of knowledge
good quality book on the subject.....in depth analysis and highyly recommend it ...as with all books on this subject likely to date quickly.... Read more
Published 14 months ago by John Ryan
2.0 out of 5 stars I don't like it because ...
... it is outdated, and is very general about things and case studies. I would have expected more tips and tricks and how-to's.
Published 14 months ago by Riad Abdallah
5.0 out of 5 stars digital marketing
The book arrived promptly as described and in excellent conditio. Havent looked through the book itself yet but im sure it will provide the support required for my studies as... Read more
Published 15 months ago by Coxy
4.0 out of 5 stars Digital marketing Strategy - Chaffey
Excellent reference book for digital marketing that is well laid out with consistent practical application with mini and full case studies and current organisational examples. Read more
Published 17 months ago by Kate James
5.0 out of 5 stars A ton of information
I have been running a business for quite a while now and started selling and marketing my products online a year ago. Read more
Published on 14 Feb 2012 by Sarah
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