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Digital Marketing: Strategy, Implementation and Practice
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Paperback: 698 pages Publisher: Pearson Education; 5 edition (December 4, 2012) Language: English ISBN-
10: 0273746103 ISBN-13: 978-0273746102 Product Dimensions: 7.5 x 1.5 x 10.2 inches Shipping Weight:
3.1 pounds (View shipping rates and policies)
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Book Description
'I have used this book in all its editions since first publication with my undergraduate and
postgraduate students. It is a core text for all the students, because it provides the detail they
require at an academic level. Importantly it is a book for the practitioner to use too. This is why
we use it on our postgraduate practitioner programmes where we actually buy the book for the
students as we believe it is that important. No other text comes close and literally thousands of our
graduates have benefitted from it in their subsequent careers: written by the specialist for the
specialist.'David Edmundson-Bird Principal Lecturer in Digital Marketing Manchester
Metropolitan University Now in its sixth edition, Digital Marketing: Strategy, Implementation
and Practiceprovides 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 and interviews from cutting edge
companies such as eBay and Facebook, to help students understand digital marketing in the real
world. 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.
Dave Chaffey is a digital marketing consultant and publisher of marketing advice site
SmartInsights.com. He is a visiting lecturer on marketing courses at Birmingham, Cranfield and
Warwick universities and the Institute of Direct Marketing. Fiona Ellis-Chadwick is a Senior
Lecturer in Marketing at the Loughborough University School of Business and Economics,
Director of the Institute of Research Application and Consultancy at Loughborough University,
academic marketing consultant and author.

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