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Digital Marketing [Print Replica] [Format Kindle]

Dave Chaffey , Fiona Ellis-Chadwick
5.0 étoiles sur 5  Voir tous les commentaires (2 commentaires client)

Prix conseillé : EUR 136,39 De quoi s'agit-il ?
Prix éditeur - format imprimé : EUR 68,11
Prix Kindle : EUR 47,47 TTC & envoi gratuit via réseau sans fil par Amazon Whispernet
Économisez : EUR 20,64 (30%)

  • Print Replica:
    Ce livre Kindle ressemble au livre imprimé
  • ISBN-10 : 0273746103
  • ISBN-13 : 978-0273746102
  • Edition : 5
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Descriptions du produit

Présentation de l'éditeur

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.

Quatrième de couverture

The authors have been highly successful in showing that they not only understand the relevant academic literature but are also familiar with the complexities of real life experienced by many practitioners. Dr Ahmad Jamal, Cardiff Business School

Comprehensive, up-to-date and practical in focus. Dr Lisa Harris, Brunel University

 

Internet Marketing: Strategy, Implementation and Practice, Third Edition provides 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 digital marketing campaign-planning and execution.

 

The book is based on emerging academic models and examples of best practice from leading experts in digital media. The practical knowledge developed through reviewing these concepts and practices will enable the reader to exploit the opportunities of marketing using the Internet while minimising risks. 

 

New features in this edition include:

  • In-depth global cases illustrating best practice and the challenges of online marketing from well-known global e-businesses, including Amazon and eBay
  • Updated references to the full range of digital media, including blogging, RSS, instant messaging, podcasting, digital TV and mobile marketing
  • Improved four colour design to increase clarity and ease readability
  • Greater focus on strategy and development, with a revised chapter on Improving E-Marketing Performance

 

 

A Companion Website at www.pearsoned.co.uk/chaffey contains additional study materials for students, as well as extensive links to relevant websites and extra pedagogical resources designed for lecturers.

 

Dave Chaffey (www.davechaffey.com) is an Internet marketing trainer and consultant for Marketing Insights Limited. He is a lecturer on e-marketing courses at Cranfield and Warwick Universities and the Institute of Direct Marketing. Dave has been recognised by the CIM as one of the 50 marketing 'gurus' worldwide who have shaped the future of marketing.

Fiona Ellis-Chadwick is a lecturer in Marketing at the Business School at Loughborough University and is a member of the Marketing and Retailing Research Group. Her work has been published in Journal of Business Research, International Journal of Retail Distribution and Management, European Journal of Marketing, Internet Research, and Journal of Retailing and Consumer Services.

Richard Mayer is a Senior Lecturer in Marketing at the University of Derby, where he is the programme manager for CIM qualifications. He is also the Director of his own Marketing Training Company, specialising in Strategic Marketing, Business to Business Marketing and Marketing Communications.

Kevin Johnston is a Senior Lecturer at Liverpool John Moores University, specialising in marketing, strategy and e-commerce. He previously lectured at the University of Derby, where he created one of the UK’s first e-commerce degree programmes.


Détails sur le produit

  • Format : Format Kindle
  • Taille du fichier : 139425 KB
  • Nombre de pages de l'édition imprimée : 698 pages
  • Utilisation simultanée de l'appareil : Jusqu'à 2 appareils simultanés, selon les limites de l'éditeur
  • Editeur : Pearson; Édition : 5 (12 octobre 2012)
  • Vendu par : Amazon Media EU S.à r.l.
  • Langue : Anglais
  • ASIN: B00J8OSOS4
  • Synthèse vocale : Non activée
  • X-Ray :
  • Word Wise: Non activé
  • Moyenne des commentaires client : 5.0 étoiles sur 5  Voir tous les commentaires (2 commentaires client)
  • Classement des meilleures ventes d'Amazon: n°165.496 dans la Boutique Kindle (Voir le Top 100 dans la Boutique Kindle)
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Commentaires client les plus utiles
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Très complet 25 décembre 2012
Format:Broché
Très bon ouvrage, très complet et facile d'accès. De nombreux exemples et des cas inntéressants.
C'est un excellent support pour un cours et une très bonne bible pour les professionnels.
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5.0 étoiles sur 5 Excellent book 7 novembre 2014
Format:Broché|Achat vérifié
Excellent book. Simple, easy to read. Well written, no jargon and up to date. Lots of refrences and links. Worth reading it.
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Commentaires client les plus utiles sur Amazon.com (beta)
Amazon.com: 3.2 étoiles sur 5  9 commentaires
12 internautes sur 12 ont trouvé ce commentaire utile 
2.0 étoiles sur 5 Not the best tool for learning e-marketing 13 octobre 2010
Par Allison K. - Publié sur Amazon.com
Format:Broché|Achat vérifié
This book is required for an internet marketing class I am taking. I find it difficult to read. The authors are throwing so much information into each chapter that it is overwhelming and hard to absorb. I also feel that it does not follow a logical path, meaning that they reference other chapters and concepts not yet touched on almost constantly. Very often the other chapters referenced come later in the book so you haven't read them yet if you are going page/chapter order. I would not recommend this book for a student of e-marketing. Perhaps, if you already have experience in this field, you may find it useful, but as a teaching tool I feel it falls short.
7 internautes sur 7 ont trouvé ce commentaire utile 
2.0 étoiles sur 5 Very light on social media 17 novembre 2010
Par C. E. Mcmahon - Publié sur Amazon.com
Format:Broché
Dissapointed by the lack of coverage around social media. The book presents a history of facebook that cites wikipedia as the major source, what use is this? Had hoped the book would provide some background material for a thesis. There is no coverage at all on marketing strategies for Twitter despite being published towards the end of 2008/beginning of 2009. Suggests that MySpace and Facebook are the main social media sites to consider. MySpace clearly is no longer one of the key players so was quite dissapointed by the content. The social media content was clearly developed well in advance of the publish date and not an accurate reflection on the marketing capabilities today.
8 internautes sur 8 ont trouvé ce commentaire utile 
2.0 étoiles sur 5 Trying to pack too much in. 28 septembre 2010
Par Tweetie M.C. - Publié sur Amazon.com
Format:Broché|Achat vérifié
I got this book for an marketing and ecommerce class. They are trying to cover too much ground rather than focusing on the subject.
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Great Book for college class 14 janvier 2013
Par terrachic - Publié sur Amazon.com
Format:Broché|Achat vérifié
I purchased this book for a college class. Even some of the technology and web sites were out dated the book contained a lot of good information. I plan on keeping it and adding it to my reference library.
3.0 étoiles sur 5 useful to give some basic and general information about digital ... 17 mars 2015
Par Sam - Publié sur Amazon.com
Format:Broché
Not very well structured. Sometimes deviates too much from the topic of the chapter, or the title of the heading. Too many typo errors and outdated links. Too many use of academic terms interchangeably, which leads to student confusion(e.g., marketing strategy vs. plan, goal vs. objective). However, useful to give some basic and general information about digital marketing.
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