Table of Contents

• Part 1 Digital marketing fundamentals
• Introducing digital marketing
• Online marketplace analysis: micro-environment
• The digital macro-environment
• Part 2 Digital marketing strategy development
• Digital marketing strategy
• Digital branding and the marketing mix
• Data-driven relationship marketing using digital platforms
• Part 3 Digital marketing: implementation and practice
• Delivering the digital customer experience
• Campaign planning for digital media
• Marketing communications using digital media channels
• Evaluation and improvement of digital channel performance
• Glossary
• Index
• Credits

About the Author

Dave Chaffey is a digital marketing consultant and co-founder of the marketing learning platform SmartInsights.com. Dave has been a visiting lecturer on Digital Marketing and E-Commerce courses at different universities, including The University of Leeds, University of Portsmouth, Manchester Metropolitan University, Cranfield, Warwick, and the Institute of Direct and Digital Marketing.

Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at Loughborough University of Business and Economics as well as academic retail and marketing consultant and author.