[课件与讲义] Digital Marketing Excellence [推广有奖]

                                                                                                                                                                                                   [size=14.000000pt]Fifth Edition
                                                Dave Chaffey and PR Smith


                                                                                                                                                                                                   Contents
                                                [size=10.000000pt]List of figures xi
[size=10.000000pt]List of tables xvii
[size=10.000000pt]Preface to the fifth edition xix
[size=10.000000pt]Acknowledgements xxix
                                                [size=10.000000pt]Chapter 1 Introduction to digital marketing
[size=10.000000pt]1.1 Introduction
1.2 Situation – the connected world 1
1.3 Situation – B2C, B2B, C2B and C2C
1.4 Situation – digital marketing definitions
1.5 Situation – sloppy digital marketing
1.6 Objectives 2
1.7 Objective – sell – using the Internet as a sales tool
1.8 Objective – serve – using the Internet as a customer-service tool
1.9 Objective – speak – using the Internet as a communications tool
1.10 Objective – save – using the Internet for cost reduction
1.11 Objective – sizzle – using the Internet as a brand-building tool
1.12 Introduction to digital marketing strategy objectives
1.13 Tactics, action and control
                                                [size=10.000000pt]Chapter 2 Remix
[size=10.000000pt]2.1 Introduction to remix
[size=10.000000pt]2.2 What is the marketing mix?
[size=10.000000pt]2.3 Beyond the mix
[size=10.000000pt]2.4 The mix is morphing
[size=10.000000pt]2.5 Product
[size=10.000000pt]2.6 Price
[size=10.000000pt]2.7 Place
[size=10.000000pt]2.8 Promotion
[size=10.000000pt]2.9 People
                                       
                               
                       
               
                                                                                                                                                                [size=9.000000pt]viii [size=9.000000pt]Contents
                                                [size=10.000000pt]2.10 Physical evidence
[size=10.000000pt]2.11 Process
[size=10.000000pt]2.12 An extra ‘P’ – partnerships 9
                                                [size=10.000000pt]Chapter 3 Digital models
[size=10.000000pt]3.1 Introduction to digital models
[size=10.000000pt]3.2 Online revenue models 1
[size=10.000000pt]3.3 Intermediary models
[size=10.000000pt]3.4 Attribution models
[size=10.000000pt]3.5 Communications models
[size=10.000000pt]3.6 Customer information processing models
[size=10.000000pt]3.7 Customer buying process models
[size=10.000000pt]3.8 Loyalty models
[size=10.000000pt]3.9 Social media models
[size=10.000000pt]3.10 Social business models and the Ladder of Engagement
                                                [size=10.000000pt]Chapter 4 Digital customers
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