Digital Marketing

'I have used this book in all its editions since first publication with my undergraduate and postgraduate students. It is a core text for all the students, because it provides the detail they require at an academic level. Importantly it is a book for the practitioner to use too - which is why we use it on our postgraduate practitioner programmes. We make a copy available to every student in the University. No other text comes close and literally thousands of our graduates have benefitted from it in their subsequent careers: written by the specialist for the specialist' David Edmundson-Bird, Principal Lecturer in Digital Marketing, Manchester Metropolitan University Digital Marketing, 8th Edition, provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing. Digital Marketing links marketing theory with practical business experience to help you understand digital marketing in the real world through case studies from market-leading and cutting-edge companies such as ASOS, Spotify and L'Oréal. To support this, 'Essential Digital Skills' boxes provide guidance on how to develop key skills you will need in the workplace, regular activities allow you to put the theory into practice, and exercises at the end of every chapter enable you to test your knowledge. This eighth edition has been comprehensively updated to help you learn best practice frameworks for developing a digital marketing strategy and the success factors for key digital marketing techniques including search, social media and content marketing, conversion optimisation and marketing automation. The coverage of data-driven marketing techniques has been increased with many new examples covering digital analytics, artificial intelligence and machine learning, and the practical guidance within Digital marketing will enable you to get the most out of digital media and technology to meet your marketing goals. About the Authors 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; academic retail and marketing consultant and author.