لایب سان

Ebook details:
عنوان: Digital Marketing
نویسنده: CHAFFEY DAVE ET.AL
ناشر: Pearson Education Limited; 7th edition edition (2019)
زبان: English
شابک: 1292241578, 978-1292241579
حجم: 61 Mb
فرمت: True Pdf

Front Cover; Title Page; Copyright Page; Brief contents; Contents; Preface; About the authors; Acknowledgements; Part 1 Digital marketing; 1 Introducing digital marketing; Learning objectives; Questions for marketers; Links to other chapters; Introduction -- how has digital marketing transformed marketing?; How will this book help me?; Digital disruptors; Definitions -- what are digital marketing and multichannel marketing?; Paid, owned and earned media; Introduction to digital marketing strategy; Key features of digital marketing strategy; Applications of digital marketing Benefits of digital marketingAlternative digital business models; What is the difference between e-commerceand digital business?; Different forms of functionality of digital presence; Digital marketing insight 1.1 Social commerce -- how much do social networksinfluence purchase?; Challenges in developing and managing digitalmarketing strategy; A strategic framework for developing a digitalmarketing strategy; Introduction to digital marketing communications; Using digital media channels to support businessobjectives; The key types of digital media channels Different types of social media marketing toolsBenefits of digital media; Key challenges of digital communications; Key communications concepts for digital marketing; Case study 1 eBay thrives in the global marketplace; Summary; Exercises; Self-assessment exercises; Essay and discussion questions; Examination questions; References; Weblinks; 2 Online marketplace analysis: micro-environment; Learning objectives; Questions for marketers; Links to other chapters; Introduction; Situation analysis for digital marketing; The digital marketing environment Understanding how customers interact with digital marketsDigital marketing insight 2.1 Resources for analysing the online marketplace; Customer analysis to understand the digital consumer; Demand analysis and conversion marketing; Implications for marketing planning: conversion models; Consumer choice and digital influence; Digital marketing insight 2.2 M-shopping can be thoughtful, motivated and reluctant; Customer characteristics; Social media and emotions; Consumer personas; Digital marketing insight 2.3 How do your customers really feel?; Competitors; Competitor analysis and benchmarking SuppliersDigital marketing intermediaries; New channel structures; Digital business models for e-commerce; Digital revenue models; Case study 2 Boo hoo -- learning from the largest European dot.com failure; Summary; Exercises; Self-assessment exercises; Essay and discussion questions; Examination questions; References; Weblinks; 3 The digital macro-environment; Learning objectives; Questions for marketers; Links to other chapters; Introduction; The rate of environment change; Technological forces; A short introduction to Internet technology; URL strategy; How does the Internet work?

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