Digital Marketing from Dave Chaffey, Fiona Ellis-Chadwick and Majd Abed-Rabbo is an English-language study book about digital marketing. This reference work focuses on developing effective digital marketing strategies and is intended for students in higher education.
This complete handbook covers how to create and apply digital marketing strategies in practice. The book combines academic models with current cases and provides insight into data analysis, personalized marketing, privacy, and security. In addition, it includes a new chapter on digital consumer behavior, current real-world examples, and a reflection on the future of marketing. This prepares students for a career in digital marketing, where they learn how to seize opportunities and limit risks.
The book aligns with topics such as Sales and Marketing and ECONOMICS in business and retail programs. Digital Marketing provides a solid foundation for anyone who wants to understand how digital marketing strategies can be effectively developed and deployed.