Fiona Ellis-Chadwick – 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

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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:

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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.

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.

The landmark tenth edition of McGraw-Hill’s leading textbook, Principles and Practice of Marketing provides a contemporary introduction to marketing, covering all the theoretical principles, frameworks and concepts that form the backbone of marketing education, and looking at how they apply in modern business practice. Find out:- The role of AI in Fashion Retailing to enhance the customer experience.- How Dr. Martens have been engaging consumers for more than half a century.- McDonald’s plan for environmental change.- How the use of big data is helping Netflix succeed against hot competition. - Chipotle, spills the beans on using local and organic produce to differentiate the brand by producing food with integrityKey Features: - A brand-new chapter on Sustainable Marketing and Society, and a focus on sustainability throughout the text.- Brand new Hidden Gem boxes that showcase firms that do marketing differently.- New and updated Marketing in Action boxes and Mini Cases, focusing on hot topics such as digital marketing, ethics diversity and inclusion and sustainability.- New and updated end-of-chapter cases provide insights across a range of businesses including high street stores, supermarkets and fast-food outlets (Boots, McDonald’s, Domino’s, Chipotle), brands such as (HubSpot, Dr. Martens, Unilever) and high-tech operations (Apple, Tesla, Netflix).- Fully updated and streamlined pedagogy, including refocused recommended readings at the end of each chapter, encouraging expanded knowledge.David Jobber is Emeritus Professor of Marketing at the University of Bradford and an internationally recognized marketing academic. Fiona Ellis-Chadwick is Senior Lecturer in Marketing and Retailing at the University of Loughborough, Director of the Institute for Research & Consultancy Application and an active member of the Town Centres Research Interest Group.

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:

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  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