TY  - GEN
AU  - Chaffey, Dave
AU  - Smith, P R
TI  - Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing
SN  - 9781032450353
U1  - 658.872 CHA 
PY  - 2023///
CY  - New York
PB  - Routledge
KW  - Internet Marketing
KW  - Online Marketing
N2  - 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
ER  -