Published by Pearson (April 10, 2024) © 2019
Dave Chaffey-
Digital marketing fundamentals
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1 Introducing digital marketing
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2 Online marketplace analysis: micro-environment
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3 The online macro-environment
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Digital marketing strategy development
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4 Digital marketing strategy
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5 The impact of digital media and technology on the marketing mix
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6 Relationship marketing using digital platforms
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Digital marketing: implementation and practice
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7 Delivering the online customer experience
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8 Campaign planning for digital media
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9 Marketing communications using digital media channels
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10 Evaluation and improvement of digital channel performance
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11 Business-to-consumer digital marketing practice
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12 Business-to-business digital marketing practice