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.

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.

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.

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.

  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

디지털 비지니스와 전자상거래 8판 (Digital Business and E-Commerce Management, 8th edition)는 현재와 미래의 관리자에게 조직을 디지털 비즈니스로 전환하는데 필요한 지식과 실무 기술을 제공하는 이 분야최고의 교재입니다.

이번 8판은 흥미롭고 유익하며, 학생들이 디지털 비즈니스를 성공적으로 운영하기 위해 조직이 필요로 하는 전략과 전술을 이해하는 데 도움을 줍니다

이 교재는 다양한 기능과 사례를 담았으며, 학생들이 최신 전자상거래  디지털 개념을 이해하고 적용할수 있도록 도와줍니다.