文档介绍：0273694057_COVER 11/5/06 13:48 Page 1
Marketing
Marketing
Strategy, Implementation and Practice
Strategy, Implementation and Practice
‘The authors have been highly essful in showing that they not only understand the relevant academic
literature but are also familiar with plexities of real life experienced by many practitioners.’
Dr Ahmad Jamal, Cardiff Business School
‘Comprehensive, up-to-date and practical in focus.’
Dr Lisa Harris, Brunel University
Marketing: Strategy, Implementation and Practice, Third Edition provides prehensive guide to anisations
can use the to support their marketing activities, and covers all aspects of marketing — environment,
analysis, strategy development, and digital marketing campaign-planning and execution.
The book is based on emerging academic models and examples of best practice from leading experts in digital media.
The practical knowledge developed through reviewing these concepts and practices will enable the reader to exploit the
opportunities of marketing using the while minimising risks.
New features in this edition include:
In-depth global cases illustrating best practice and the challenges of online marketing from well-known global
e-businesses, including Amazon and eBay
Updated references to the full range of digital media, including blogging, RSS, instant messaging, podcasting,
digital TV and mobile marketing
Improved four-colour design to increase clarity and ease readability
Greater focus on strategy and development, with a revised chapter on Improving E-Marketing Performance
panion Website at /chaffey contains additional study materials for students, as well as
extensive links to relevant websites and extra pedagogical resources designed for lecturers. THIRD
EDITION
Dave Chaffey () is an Marketing trainer and consultant for Marketing Insights Limited. He is
a lecturer on e-marketing courses at Cranfield and Warwick Universities and the Insti