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Digital Marketing
Brief contents
PrefaceAbout the authorsAcknowledgements
Part 1 Digital marketing fundamentals1. Introducing digital marketing2. Online marketplace analysis: micro-environment3. The digital macro-environment
Part 2 Digital marketing strategy development4. Digital marketing strategy5. Digital media and the marketing mix6. Relationship marketing using digital platforms
Part 3 Digital marketing: implementation and practice7. Delivering the digital customer experience8. Campaign planning for digital media9. Marketing communications using digital media channels10. Evaluation and improvement of digital channel performance
