Explore how to create effective digital marketing strategies with this industry-leading
textbook designed specifically for students. Digital Marketing 9 th edition by Dave Chaffey and
Fiona Ellis-Chadwick is a comprehensive guide that teaches you how to create digital marketing
strategies techniques and systems in real-life scenarios. This book goes beyond theory by
providing practical examples through engaging case studies and equipping you with the necessary
digital skills needed in today's marketing landscape. Digital marketing has revolutionized how
businesses and organizations communicate with their target audiences. By utilizing digital data
and analytics companies can gain valuable insights into their customers and tailor marketing
campaigns for maximum impact. However it's important to balance these data-driven approaches
with considerations for customer privacy and security. This textbook covers all the essential
concepts techniques and best practices in digital marketing. It combines cutting-edge
academic models with hands-on knowledge and skills that will prepare you for a successful
career in the field. You will learn how to leverage the opportunities that digital marketing
offers while minimizing potential risks. This updated edition includes a new chapter on digital
consumer behaviour updated case studies from industry-leading companies as well as a Research
Spotlight feature that discusses important academic research papers. Additionally there is a
thought-provoking debate on the future of marketing giving you valuable insights into the
distinct scope of digital marketing. Fully updated with the latest coverage of artificial
intelligence and the impact of generative AI services through new case studies on Zalando
Brainlabs and new activities such as using GenAI tools to support different marketing
activities. This book is also available as an ebook and interactive Pearson eTextbook.
