Digital Marketing

by Dave Chaffey, Fiona Ellis-Chadwick, Majd Abed-Rabbo

Overview

Explore how to create effective digital marketing strategies with this comprehensive textbook.

Digital Marketing by Chaffey and Ellis-Chadwick combines theory and practice, covering data, analytics, personalized marketing, privacy, and security. Equips students with academic models and practical skills for the digital marketing world, including the use of generative AI tools.

Product Details

ISBN-13:	9781292738086
Publisher:	Pearson Education
Publication date:	06/14/2025
Edition description:	9th ed.
Pages:	576
Product dimensions:	7.75(w) x 10.50(h) x 0.80(d)

About the Author

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 as well as academic retail and marketing consultant and author.

Table of Contents

Brief contents

Preface
About the authors
Acknowledgements

Part 1 Digital marketing fundamentals
1. Introducing digital marketing
2. Online marketplace analysis: micro-environment
3. The digital macro-environment

Part 2 Digital marketing strategy development
4. Digital marketing strategy
5. Digital media and the marketing mix
6. Relationship marketing using digital platforms

Part 3 Digital marketing: implementation and practice
7. Delivering the digital customer experience
8. Campaign planning for digital media
9. Marketing communications using digital media channels
10. Evaluation and improvement of digital channel performance

Glossary
Index