Digital Marketing

Digital Marketing is a comprehensive resource that delves into using the Internet, digital media, and marketing technology to build integrated multichannel marketing strategies. This seventh edition, written by Dave Chaffey and Fiona Ellis-Chadwick, merges solid marketing theory with practical insights drawn from today’s dynamic business world. The guide illustrates real-world application through case studies featuring innovative companies such as ASOS, Spotify, Zalando, and Zappos, providing a clear view of digital marketing in practice. It helps readers to understand how established principles can be adapted to meet modern challenges and opportunities in digital campaigns. Additionally, the book includes new 'Essential Digital Skills' boxes designed to equip students with the core competencies required in today’s workplace. With expert guidance on crafting digital marketing strategies and mastering techniques like search marketing, conversion optimisation, and social media communications via platforms such as Twitter and Facebook, this edition is an essential tool for anyone looking to excel in the digital marketing arena.