000 03124cam a22003738i 4500
001 22389265
005 20240112104926.0
008 220120s2022 enk b 001 0 eng
906 _a7
_bcbc
_corignew
_d1
_eecip
_f20
_gy-gencatlg
925 0 _aacquire
_b2 shelf copies
_xpolicy default
_zAssign to S&B RR
955 _wrm14 2022-01-20 (TW situational)
010 _a 2022002489
020 _a9780367444013
_q(hardback)
020 _a9780367444754
_q(paperback)
020 _z9781003009498
_q(ebook)
040 _aDLC
_beng
_erda
_cDLC
042 _apcc
050 0 0 _aHF5415.1265
_b.S615 2022
082 0 0 _a658.8/72
_223/eng/20220120
100 1 _aChaffey, Dave,
_d1963-
_eauthor.
245 1 0 _aDigital marketing excellence :
_bplanning, optimizing and integrating online marketing /
_cDave Chaffey and PR Smith.
250 _a6th edition.
263 _a2207
264 1 _aMilton Park, Abingdon, Oxon ;
_aNew York, NY :
_bRoutledge,
_c2022.
300 _apages cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references and index.
520 _a"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"--
_cProvided by publisher.
650 0 _aInternet marketing.
700 1 _aSmith, P. R.
_q(Paul Russell),
_d1957-
_eauthor.
776 0 8 _iOnline version:
_aChaffey, Dave, 1963-
_tDigital marketing excellence.
_b6th edition
_dMilton Park, Abingdon, Oxon ; New York, NY : Routledge, 2022
_z9781003009498
_w(DLC) 2022002490