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Dave Chaffey is a digital marketing consultant and co-founder of the marketing learning platform SmartInsights.com. Dave has been a visiting lecturer on digital marketing and e-commerce courses at different universities including The University of Leeds, University of Portsmouth, Manchester Metropolitan University, Cranfield, Warwick and the Institute of Direct and Digital Marketing. Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at Loughborough University of Business and Economics; academic retail and marketing consultant and author.
Preface About the authors Acknowledgements 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 branding and the marketing mix 6 Data-driven 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 performance Glossary Index Credits