000			02860cam a22003258i 4500
001			22389265
003			OSt
005			20230823123756.0
008			220120s2022 enk b 001 0 eng
010			_a 2022002489
020			_a9781032450353
020			_a9780367444754 _q(paperback)
020			_z9781003009498 _q(ebook)
040			_aDLC _beng _erda _cDLC
042			_apcc
050	0	0	_aHF5415.1265 _b.S615 2022
082	0	0	_a658.872 _bCHA/D
100	1		_aChaffey, Dave, _d1963- _eauthor. _99345
245	1	0	_aDigital marketing excellence : _bplanning, optimizing and integrating online marketing / _cDave Chaffey and PR Smith.
250			_a6th edition.
263			_a2207
264		1	_aMilton Park, Abingdon, Oxon ; _aNew York, NY : _bRoutledge, _c2022.
300			_a638 page
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.
650		0	_aInternet marketing.
700	1		_aSmith, P. R. _q(Paul Russell), _d1957- _eauthor.
776	0	8	_iOnline version: _aChaffey, Dave, 1963- _tDigital marketing excellence. _b6th edition _dMilton Park, Abingdon, Oxon ; New York, NY : Routledge, 2022 _z9781003009498 _w(DLC) 2022002490
942			_2ddc _cBK _h658.872 _iCHA/D _k658.872 _mCHA/D
999			_c41968 _d41968