Digital Marketing

Now in its sixth edition, Digital Marketing: Strategy, Implementation and Practice presents a definitive guide for both academic study and professional practice. Authored by renowned experts Dave Chaffey and Fiona Ellis-Chadwick, this book meticulously links marketing theory with real-world business insight. Drawing on detailed case studies and interviews with leading companies, the text illuminates how organizations can harness digital media and technology to achieve their marketing goals. Readers are introduced to proven frameworks for crafting a robust digital marketing strategy and are guided through key techniques such as search marketing, conversion optimisation, and digital communication via social media. The authors bring a wealth of expertise to the subject; Dave Chaffey is a celebrated digital marketing consultant and the mind behind SmartInsights.com, while Fiona Ellis-Chadwick serves as a Senior Lecturer in Marketing at Loughborough University. Together, they deliver practical advice and strategic clarity, making this book an invaluable resource for students and practitioners alike.