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Détail de l'auteur
Auteur Dave Chaffey
Documents disponibles écrits par cet auteur
Affiner la recherche Interroger des sources externesDigital marketing: strategy, implementation and practice / Dave Chaffey ; Fiona Ellis-Chadwick
Titre : Digital marketing: strategy, implementation and practice Type de document : texte imprimé Auteurs : Dave Chaffey ; Fiona Ellis-Chadwick Editeur : Pearson : Harlow Année de publication : 2019 Importance : xxx, 545p ISBN/ISSN/EAN : 978-1-292-24157-9 Langues : Anglais (eng) Catégories : Commerce électronique Index. décimale : 658.84 Canaux de distribution Résumé : Digital Marketing provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing.
This streamlined seventh edition provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies from cutting edge companies
such as ASOS, Spotify, Zalando and Zappos, to help students understand digital marketing in the real world. To support this, new ‘Essential Digital Skills’ boxes give students guidance on how to develop key skills they will need in the workplace.
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
digital communications using social media including Twitter and Facebook.Note de contenu : Part 1 Digital marketing fundamentals
1 Introducing digital marketing
2 Online marketplace analysis: micro-environment
3 The digital macro-environment
Part 2 Digital marketing strategy development
4 Digital marketing strategy
5 Digital media and the marketing mix
6 Relationship marketing using digital platforms
Part 3 Digital marketing: implementation and practice
7 Delivering the digital customer experience
8 Campaign planning for digital media
9 Marketing communications using digital media channels
10 Evaluation and improvement of digital channel performanceDigital marketing: strategy, implementation and practice [texte imprimé] / Dave Chaffey ; Fiona Ellis-Chadwick . - Pearson : Harlow, 2019 . - xxx, 545p.
ISBN : 978-1-292-24157-9
Langues : Anglais (eng)
Catégories : Commerce électronique Index. décimale : 658.84 Canaux de distribution Résumé : Digital Marketing provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing.
This streamlined seventh edition provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies from cutting edge companies
such as ASOS, Spotify, Zalando and Zappos, to help students understand digital marketing in the real world. To support this, new ‘Essential Digital Skills’ boxes give students guidance on how to develop key skills they will need in the workplace.
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
digital communications using social media including Twitter and Facebook.Note de contenu : Part 1 Digital marketing fundamentals
1 Introducing digital marketing
2 Online marketplace analysis: micro-environment
3 The digital macro-environment
Part 2 Digital marketing strategy development
4 Digital marketing strategy
5 Digital media and the marketing mix
6 Relationship marketing using digital platforms
Part 3 Digital marketing: implementation and practice
7 Delivering the digital customer experience
8 Campaign planning for digital media
9 Marketing communications using digital media channels
10 Evaluation and improvement of digital channel performanceRéservation
Réserver ce documentExemplaires
Code-barres Cote Support Localisation Section Disponibilité 12203 658.84 CHA Livre A/ En salle - reading room Fonds général. Books collection Disponible
Titre : E-buisness & E-commerce management Strategy, implementation and practice Type de document : texte imprimé Auteurs : Dave Chaffey, Auteur Editeur : Harlow, Essex, Boston : Pearson Année de publication : 2011 Importance : 733 p ISBN/ISSN/EAN : 978027375011 Langues : Anglais (eng) Index. décimale : 658.84 Canaux de distribution Résumé : This bestselling textbook offers a comprehensive introduction to the theory and practice of e-business and e-commerce management. The author, Dave Chaffey, brings his trademarks of authority, clarity of expression and teaching expertise to bear on a subject in which he actively lectures and consults.
Popular for its cutting-edge and contemporary coverage, this text offers an international approach and a good balance between the technical and managerial topics of central importance to developing an understanding of this subject. It is an engaging read, packed with real-life examples and case studies.
Developed for students studying e-business or e-commerce at undergraduate or postgraduate level, and also used by many business managers, this is the essential text to keep pace with technology, strategy and implementation.Note de contenu : I INTRODUCTION
1. Introduction to e-business and e-commerce
2. E-commerce fundamentals
3. E-business infrastructure
4. E-environment
II STRATEGY AND APPLICATIONS
5. E-business strategy
6. Supply chain management
7. E-procurement
8. E-marketing
9. Customer relationship management
III IMPLEMENTATION
10. Change management
11. Analysis and design
12. Implementation and maintenanceE-buisness & E-commerce management Strategy, implementation and practice [texte imprimé] / Dave Chaffey, Auteur . - Harlow, Essex, Boston : Pearson, 2011 . - 733 p.
ISSN : 978027375011
Langues : Anglais (eng)
Index. décimale : 658.84 Canaux de distribution Résumé : This bestselling textbook offers a comprehensive introduction to the theory and practice of e-business and e-commerce management. The author, Dave Chaffey, brings his trademarks of authority, clarity of expression and teaching expertise to bear on a subject in which he actively lectures and consults.
Popular for its cutting-edge and contemporary coverage, this text offers an international approach and a good balance between the technical and managerial topics of central importance to developing an understanding of this subject. It is an engaging read, packed with real-life examples and case studies.
Developed for students studying e-business or e-commerce at undergraduate or postgraduate level, and also used by many business managers, this is the essential text to keep pace with technology, strategy and implementation.Note de contenu : I INTRODUCTION
1. Introduction to e-business and e-commerce
2. E-commerce fundamentals
3. E-business infrastructure
4. E-environment
II STRATEGY AND APPLICATIONS
5. E-business strategy
6. Supply chain management
7. E-procurement
8. E-marketing
9. Customer relationship management
III IMPLEMENTATION
10. Change management
11. Analysis and design
12. Implementation and maintenanceRéservation
Réserver ce documentExemplaires
Code-barres Cote Support Localisation Section Disponibilité 11238 658.84 CHA Livre A/ En salle - reading room Fonds général. Books collection Disponible
