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" Digital marketing : "
Dave Chaffey, Fiona Ellis-Chadwick.
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BL
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| Record Number
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562520
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| Doc. No
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b391713
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| Main Entry
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Dave Chaffey
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| Title & Author
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Digital marketing : : strategy, implementation and practice\ Dave Chaffey, Fiona Ellis-Chadwick.
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| Edition Statement
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Sixth edition
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| Publication Statement
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Harlow : Pearson Education Limited,, 2016.
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| Page. NO
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xxvii, 702 pages ; 27 cm
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| ISBN
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1292077611
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: 9781292077611
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| Contents
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Introducing digital marketing -- Online marketplace analysis: micro-environment -- The online macro-environment -- Digital marketing strategy -- The impact of digital media and technology on the marketing mix -- Relationship marketing using digital platforms -- Delivering the online customer experience -- Campaign planning for digital media -- Marketing communications using digital media channels -- Evaluation and improvement of digital channel performance -- Business-to-consumer digital marketing practice -- Business-to-business digital marketing practice.
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