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Digital Marketing: Strategy, Implementation and Practice [Anglais] [Broché]

Dave Chaffey , Fiona Ellis-Chadwick
5.0 étoiles sur 5  Voir tous les commentaires (1 commentaire client)
Prix : EUR 59,98 LIVRAISON GRATUITE En savoir plus.
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Broché EUR 59,98  

Description de l'ouvrage

12 juillet 2012

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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Descriptions du produit

Quatrième de couverture

'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.

Biographie de l'auteur

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.


Détails sur le produit

  • Broché: 728 pages
  • Editeur : Pearson; Édition : 5 (12 juillet 2012)
  • Langue : Anglais
  • ISBN-10: 0273746103
  • ISBN-13: 978-0273746102
  • Dimensions du produit: 3,8 x 19 x 26 cm
  • Moyenne des commentaires client : 5.0 étoiles sur 5  Voir tous les commentaires (1 commentaire client)
  • Classement des meilleures ventes d'Amazon: 23.145 en Livres anglais et étrangers (Voir les 100 premiers en Livres anglais et étrangers)
  • Table des matières complète
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Couverture | Copyright | Table des matières | Extrait | Index | Quatrième de couverture
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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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Amazon.com: 3.0 étoiles sur 5  7 commentaires
10 internautes sur 10 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 authentifié par Amazon
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 Trying to pack too much in. 28 septembre 2010
Par Tweetie M.C. - Publié sur Amazon.com
Format:Broché|Achat authentifié par Amazon
I got this book for an marketing and ecommerce class. They are trying to cover too much ground rather than focusing on the subject.
5 internautes sur 5 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.
5.0 étoiles sur 5 Great Book for college class 14 janvier 2013
Par terrachic - Publié sur Amazon.com
Format:Broché|Achat authentifié par Amazon
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.
1 internautes sur 2 ont trouvé ce commentaire utile 
1.0 étoiles sur 5 I had no other choice.. 1 novembre 2010
Par Joseph - Publié sur Amazon.com
Format:Broché|Achat authentifié par Amazon
Extremely expensive... I dont understand what they are trying to do... I purchased it as a text book.. not a prestigious collectible!
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