Dave Chaffey – författare

Explore how to create effective digital marketing strategies with this industry-leading textbook designed specifically for students.

Digital Marketing 9th edition by Dave Chaffey and Fiona Ellis-Chadwick is a comprehensive guide that teaches you how to create digital marketing strategies, techniques, and systems in real-life scenarios. This book goes beyond theory by providing practical examples through engaging case studies and equipping you with the necessary digital skills needed in today's marketing landscape.

Digital marketing has revolutionized how businesses and organizations communicate with their target audiences. By utilizing digital data and analytics, companies can gain valuable insights into their customers and tailor marketing campaigns for maximum impact. However, it's important to balance these data-driven approaches with considerations for customer privacy and security.

This textbook covers all the essential concepts, techniques, and best practices in digital marketing. It combines cutting-edge academic models with hands-on knowledge and skills that will prepare you for a successful career in the field. You will learn how to leverage the opportunities that digital marketing offers while minimizing potential risks.

This updated edition includes a new chapter on digital consumer behaviour, updated case studies from industry-leading companies as well as a Research Spotlight feature that discusses important academic research papers. Additionally, there is a thought-provoking debate on the future of marketing, giving you valuable insights into the distinct scope of digital marketing. Fully updated with the latest coverage of artificial intelligence and the impact of generative AI services through new case studies on Zalando, Brainlabs and new activities such as using GenAI tools to support different marketing activities.

This book has a supporting website at Digital marketing strategy advice - Smart Insights Digital Marketing

Pair this text with MyLab Marketing

MyLab is the teaching and learning platform available to support this title. By combining trusted author content with digital tools and a flexible learning experience, MyLab Marketing personalises learning and assessment to help improve results.

MyLab Marketing is not included with this title. If you would like to purchase both the physical textbook and MyLab Marketing (which also comes with the eTextbook), search for:

9781292762593 Chaffey Digital Marketing 9th edition ‘MyLab Package’, which consists of:

Print textbook eTextbook MyLab Management

Students, MyLab should only be purchased when required by an instructor. If MyLab is a recommended/mandatory component of the course, please check with your instructor for the correct ISBN. Instructors, contact your Pearson representative for more information.

Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms.This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage.Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation.Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms.This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage.Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation.Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

E-mail is a powerful marketing communications tool which excels at developing relationships with existing customers and acquiring new customers. This second edition builds on the author’s successful formula, describing a practical approach to e-mail marketing for all marketers looking to exploit its potential or take their e-mail to the next level. Total e-Mail Marketing 2e draws on expertise and latest examples from leading European practitioners to detail practical tips to improve campaign results. Packed with brand new case studies and checklists to get you started or improve on past campaigns, the book covers all aspects of e-mail marketing, including:* Planning effective, integrated e-mail campaigns and e-newsletters* How to rapidly build a quality house list and select the best tools to manage it* Ethical and legal constraints in a fast-moving sector* Design and write HTML and text format e-mails for maximum response* Getting through the SPAM filters to maximize deliverability* Targeting, personalizing, measuring and improving e-mail campaigns* Integrating emerging technologies like blogs, RSS and mobile messaging* Practical dos and don’tsA vital supplement to the author’s book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this text is relevant to all marketers – specializing in e-marketing or not – as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results.

Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools.

Written by two highly experienced digital marketing consultants, the book shows you how to:

Draw up an outline integrated digital marketing plan

Evaluate and apply digital marketing principles and models

Integrate online and offline communications

Implement customer-driven digital marketing as part of digital transformation

Reduce costly trial and error

Measure and enhance your digital marketing

Learn best practices for reaching and engaging your audiences using the key digital marketing platforms.

This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage.

Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation.

Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools.

Written by two highly experienced digital marketing consultants, the book shows you how to:

Draw up an outline integrated digital marketing plan

Evaluate and apply digital marketing principles and models

Integrate online and offline communications

Implement customer-driven digital marketing as part of digital transformation

Reduce costly trial and error

Measure and enhance your digital marketing

Learn best practices for reaching and engaging your audiences using the key digital marketing platforms.

This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage.

Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation.

Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

E-mail is a powerful marketing communications tool which excels at developing relationships with existing customers and acquiring new customers. This second edition builds on the author’s successful formula, describing a practical approach to e-mail marketing for all marketers looking to exploit its potential or take their e-mail to the next level. Total e-Mail Marketing 2e draws on expertise and latest examples from leading European practitioners to detail practical tips to improve campaign results. Packed with brand new case studies and checklists to get you started or improve on past campaigns, the book covers all aspects of e-mail marketing, including: * Planning effective, integrated e-mail campaigns and e-newsletters * How to rapidly build a quality house list and select the best tools to manage it * Ethical and legal constraints in a fast-moving sector * Design and write HTML and text format e-mails for maximum response * Getting through the SPAM filters to maximize deliverability * Targeting, personalizing, measuring and improving e-mail campaigns * Integrating emerging technologies like blogs, RSS and mobile messaging * Practical dos and don’ts A vital supplement to the author’s book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this text is relevant to all marketers – specializing in e-marketing or not – as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results.

E-mail is a powerful marketing communications tool which excels at developing relationships with existing customers and acquiring new customers. This second edition builds on the author’s successful formula, describing a practical approach to e-mail marketing for all marketers looking to exploit its potential or take their e-mail to the next level. Total e-Mail Marketing 2e draws on expertise and latest examples from leading European practitioners to detail practical tips to improve campaign results. Packed with brand new case studies and checklists to get you started or improve on past campaigns, the book covers all aspects of e-mail marketing, including: * Planning effective, integrated e-mail campaigns and e-newsletters * How to rapidly build a quality house list and select the best tools to manage it * Ethical and legal constraints in a fast-moving sector * Design and write HTML and text format e-mails for maximum response * Getting through the SPAM filters to maximize deliverability * Targeting, personalizing, measuring and improving e-mail campaigns * Integrating emerging technologies like blogs, RSS and mobile messaging * Practical dos and don’ts A vital supplement to the author’s book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this text is relevant to all marketers – specializing in e-marketing or not – as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results.

E-mail is a powerful marketing communications tool which excels at developing relationships with existing customers and acquiring new customers. This second edition builds on the author’s successful formula, describing a practical approach to e-mail marketing for all marketers looking to exploit its potential or take their e-mail to the next level. Total e-Mail Marketing 2e draws on expertise and latest examples from leading European practitioners to detail practical tips to improve campaign results. Packed with brand new case studies and checklists to get you started or improve on past campaigns, the book covers all aspects of e-mail marketing, including:* Planning effective, integrated e-mail campaigns and e-newsletters* How to rapidly build a quality house list and select the best tools to manage it* Ethical and legal constraints in a fast-moving sector* Design and write HTML and text format e-mails for maximum response* Getting through the SPAM filters to maximize deliverability* Targeting, personalizing, measuring and improving e-mail campaigns* Integrating emerging technologies like blogs, RSS and mobile messaging* Practical dos and don’tsA vital supplement to the author’s book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this text is relevant to all marketers – specializing in e-marketing or not – as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results.

Explore how to create effective digital marketing strategies with this industry-leading textbook designed specifically for students.

Digital Marketing 9th edition by Dave Chaffey and Fiona Ellis-Chadwick is a comprehensive guide that teaches you how to create digital marketing strategies, techniques, and systems in real-life scenarios. This book goes beyond theory by providing practical examples through engaging case studies and equipping you with the necessary digital skills needed in today''s marketing landscape.

Digital marketing has revolutionized how businesses and organizations communicate with their target audiences. By utilizing digital data and analytics, companies can gain valuable insights into their customers and tailor marketing campaigns for maximum impact. However, it''s important to balance these data-driven approaches with considerations for customer privacy and security.

This textbook covers all the essential concepts, techniques, and best practices in digital marketing. It combines cutting-edge academic models with hands-on knowledge and skills that will prepare you for a successful career in the field. You will learn how to leverage the opportunities that digital marketing offers while minimizing potential risks.

This updated edition includes a new chapter on digital consumer behaviour, updated case studies from industry-leading companies as well as a Research Spotlight feature that discusses important academic research papers. Additionally, there is a thought-provoking debate on the future of marketing, giving you valuable insights into the distinct scope of digital marketing. Fully updated with the latest coverage of artificial intelligence and the impact of generative AI services through new case studies on Zalando, Brainlabs and new activities such as using GenAI tools to support different marketing activities.

This book is also available as an ebook and interactive Pearson eTextbook.

Understand the crucial aspects of digital business and e-commerce with this best-selling text.

Digital Business and E-Commerce Management, 8th edition, develops your knowledge and skills in digital technology, media and data to help you thrive in an increasingly harsh and competitive environment.

Engaging and informative, this industry-leading text helps you understand the strategies and tactics that organisations use to optimise internal processes through digital channels for marketing and supply purposes.

Key features include:

updated content with the latest information on AI and a focus on digital business  up-to-date information to support your learning around digital transformation New diagrams and business models to develop your understanding of business concepts and customer user journeys reader-frienly and accessible writing style 

With a further host of features to enhance your learning experience, you will come to see why this is a bestselling text.

The latest edition of the leading and internationally bestselling text on marketing planningIn the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm’s marketing and is complemented by brand-new content on digital marketing and sustainable marketing.The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management. The book provides: A best-practice, step-by-step process for coordinating marketing strategy and planningMethods to create powerful, differentiated value propositionsTools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profitsLessons from the leaders on how to embed world-class marketing within the organisation.Perfect for students and executives alike in marketing, sales, strategy, and general management, Marketing Plans, 9th edition remains the world’s leading resource on the critical topic of marketing strategy and planning.

The latest edition of the leading and internationally bestselling text on marketing planning

In the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm’s marketing and is complemented by brand-new content on digital marketing and sustainable marketing.

The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management. The book provides:

A best-practice, step-by-step process for coordinating marketing strategy and planning Methods to create powerful, differentiated value propositions Tools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profits Lessons from the leaders on how to embed world-class marketing within the organisation.

Perfect for students and executives alike in marketing, sales, strategy, and general management, Marketing Plans, 9th edition remains the world’s leading resource on the critical topic of marketing strategy and planning.

The latest edition of the leading and internationally bestselling text on marketing planning

In the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm’s marketing and is complemented by brand-new content on digital marketing and sustainable marketing.

The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management. The book provides:

A best-practice, step-by-step process for coordinating marketing strategy and planning Methods to create powerful, differentiated value propositions Tools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profits Lessons from the leaders on how to embed world-class marketing within the organisation.

Perfect for students and executives alike in marketing, sales, strategy, and general management, Marketing Plans, 9th edition remains the world’s leading resource on the critical topic of marketing strategy and planning.

Marketing digital. Estrategia, implementación y práctica es un eText completo diseñado para ayudarte a comprender y aplicar el marketing digital en contextos reales. A lo largo del contenido, descubrirás cómo las organizaciones utilizan los medios digitales y la tecnología para interactuar con audiencias, expandirse a nuevos mercados y mejorar la competitividad, integrando el marketing digital con las estrategias de negocio.

Este eText ofrece una guía estructurada que abarca desde los fundamentos hasta la implementación práctica, destacando marcos clave como los 7Ds del marketing digital y el modelo RACE. Aprenderás a planificar, ejecutar y optimizar estrategias digitales basadas en datos, utilizando herramientas, plataformas y técnicas actuales para mejorar la experiencia del cliente y los resultados de negocio.

Enfoque integral desde fundamentos hasta implementación Introducción a los 7Ds del marketing digital Aplicación del modelo RACE para planificación estratégica Integración del marketing digital con la estrategia de negocio Cobertura de análisis de datos y toma de decisiones Ejemplos actuales de plataformas y medios digitales Estrategias para mejorar la experiencia del cliente Técnicas prácticas para campañas digitales multicanal Casos de estudio y ejemplos del mundo real Enfoque en habilidades clave para profesionales del marketing

  Accesso per 12 mesi a Pearson eTextbook, la versione digitale del testo,  arricchita da funzionalità che ne favoriscono l’accessibilità e consentono di:

effettuare lettura audio digitalizzata inserire note e segnalibri, anche su smartphone e tablet generare flashcard cercare parole o concetti nel testo modificare carattere e colore dello sfondo tradurre porzioni di testo in 100+ lingue

  Pearson eTextbook è integrato da AI Study Tool,  uno strumento di intelligenza artificiale che offre supporto immediato per generare:

spiegazioni e approfondimenti riassunti personalizzati per un ripasso più efficace quiz interattivi per verificare la preparazione

Marketing digital. Estrategia, implementación y práctica es un eText completo diseñado para ayudarte a comprender y aplicar el marketing digital en contextos reales. A lo largo del contenido, descubrirás cómo las organizaciones utilizan los medios digitales y la tecnología para interactuar con audiencias, expandirse a nuevos mercados y mejorar la competitividad, integrando el marketing digital con las estrategias de negocio.

Este eText ofrece una guía estructurada que abarca desde los fundamentos hasta la implementación práctica, destacando marcos clave como los 7Ds del marketing digital y el modelo RACE. Aprenderás a planificar, ejecutar y optimizar estrategias digitales basadas en datos, utilizando herramientas, plataformas y técnicas actuales para mejorar la experiencia del cliente y los resultados de negocio.

Enfoque integral desde fundamentos hasta implementación Introducción a los 7Ds del marketing digital Aplicación del modelo RACE para planificación estratégica Integración del marketing digital con la estrategia de negocio Cobertura de análisis de datos y toma de decisiones Ejemplos actuales de plataformas y medios digitales Estrategias para mejorar la experiencia del cliente Técnicas prácticas para campañas digitales multicanal Casos de estudio y ejemplos del mundo real Enfoque en habilidades clave para profesionales del marketing

Marketing digital. Estrategia, implementación y práctica es un eText completo diseñado para ayudarte a comprender y aplicar el marketing digital en contextos reales. A lo largo del contenido, descubrirás cómo las organizaciones utilizan los medios digitales y la tecnología para interactuar con audiencias, expandirse a nuevos mercados y mejorar la competitividad, integrando el marketing digital con las estrategias de negocio.

Este eText ofrece una guía estructurada que abarca desde los fundamentos hasta la implementación práctica, destacando marcos clave como los 7Ds del marketing digital y el modelo RACE. Aprenderás a planificar, ejecutar y optimizar estrategias digitales basadas en datos, utilizando herramientas, plataformas y técnicas actuales para mejorar la experiencia del cliente y los resultados de negocio.

Enfoque integral desde fundamentos hasta implementación Introducción a los 7Ds del marketing digital Aplicación del modelo RACE para planificación estratégica Integración del marketing digital con la estrategia de negocio Cobertura de análisis de datos y toma de decisiones Ejemplos actuales de plataformas y medios digitales Estrategias para mejorar la experiencia del cliente Técnicas prácticas para campañas digitales multicanal Casos de estudio y ejemplos del mundo real Enfoque en habilidades clave para profesionales del marketing

디지털 비즈니스와 전자상거래 8판 은 빠르게 변화하는 디지털 환경 속에서 조직을 성공적으로 운영하고 전환하는 데 필요한 핵심 지식과 실무 역량을 제공하는 eText입니다. 이 eText는 전자상거래를 출발점으로 디지털 비즈니스와 디지털 전환까지의 개념을 체계적으로 다루며, 기술, 마케팅, 전략, 공급망 등 다양한 영역을 균형 있게 통합해 학습할 수 있도록 설계되었습니다.

또한 이 eText는 실제 사례와 학습 활동, 토론 문제 등을 통해 학생 중심 학습을 지원하며, 디지털 비즈니스의 전략과 전술을 효과적으로 이해하고 적용할 수 있도록 돕습니다. 빠르게 진화하는 기술 환경 속에서도 핵심 개념과 방법론에 집중하여, 학생과 실무자 모두가 디지털 비즈니스 분야에서 경쟁력을 갖출 수 있도록 지원합니다.

디지털 비즈니스와 전자상거래의 핵심 개념을 체계적으로 학습 전자상거래부터 디지털 전환까지 폭넓은 내용 구성 기술, 마케팅, 전략, 공급망 등 다양한 영역을 균형 있게 통합 실제 사례 기반 학습으로 이해도 향상 토론 문제 및 학습 활동을 통한 학생 중심 학습 지원 실무에 적용 가능한 전략과 전술 제공 이론과 실무의 균형 있는 접근 방식 빠르게 변화하는 디지털 환경을 반영한 콘텐츠 다양한 학습 수준(학생 및 실무자)에 적합 디지털 비즈니스 역량 강화에 초점