000			02857cam a2200325 i 4500
020			_a9781032450353
020			_a9781003009498
042			_apcc
082	0	0	_a658.872 CHA-D
100	1		_aDave Chaffey and P R Smith
245	1	0	_aDigital marketing excellence : _bplanning, optimizing and integrating online marketing /
250			_aSixth edition.
260			_aNew Delhi _bRoutledge _c2020
264		1	_aLondon ; _aNew York : _bRoutledge, _c2023.
300			_a638p. _c22cm.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
504			_aIncludes bibliographical references and index.
520			_a"Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises"-- _cProvided by publisher.
588			_aDescription based on print version record and CIP data provided by publisher.
650		0	_aInternet Marketing
650		0	_aMarketing
650		0	_aManagement
700	1		_aSmith, P. R. _q(Paul Russell), _d1957- _eauthor.
776	0	8	_iPrint version: _aChaffey, Dave, 1963- _tDigital marketing excellence _b6th edition. _dMilton Park, Abingdon, Oxon ; New York, NY : Routledge, 2022 _z9780367444013 _w(DLC) 2022002489
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cBOOKS
999			_c57102 _d57102