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The definitive digital marketing resource for new and veteran digital marketers managing the constantly changing landscape of digital marketing, from strategy to implementation. A ‘must-have’ for every teacher and marketer’s library. Gene De Libero, New York University School of Continuing and Professional Studies, USA Digital Marketing Excellence is a practical textbook for all marketing executives, managers and students who plan and implement digital campaigns. The book is engaging, practical, easy to follow and comprehensive, and is highly recommended by the IDM. Tracey Poulson, Director of Learning, Institute of Direct and Digital Marketing, UK Chaffey and Smith have supported the digital marketing revolution from the start. Their book, Digital Marketing Excellence, Fifth Edition, covers elements of how to turn data into information and information into insight – and insight is the fuel that drives digital marketing success. Marialena Zinopoulou, CEO, The Digital Marketing Association, UK In Digital Marketing Excellence, the leading edge examples demonstrate data-driven decision making in practice. The SOSTAC® framework is an element that our students take from the classroom to the workplace and use as a systematic and comprehensive approach to digital marketing planning. Dr Etain Kidney, Programme Director, Digital Marketing, DIT, Ireland CHAFFEY (Digital Marketing 5e) 9781138191686 4 colour.indd 1 27/02/2017 08:54 Digital Marketing Excellence Now in its fifth edition, the hugely popular Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing is fully updated, keeping you in line with the changes in this dynamic and exciting sector and helping you create effective and up-to-date customer-centric digital marketing plans. A practical guide to creating and executing integrated digital marketing plans, it combines established approaches to marketing planning with the creative use of new digital models and digital tools. It is designed to support both marketers and digital marketers, and students of business or marketing who want a thorough yet practical grounding in digital marketing. Written by two highly experienced digital marketing consultants, the book shows you how to: • Draw up an outline digital marketing plan • Evaluate and apply digital marketing principles and models • Integrate online and offline communications • Implement customer-driven digital marketing • 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 like Apple, Facebook, Google and Twitter. This new edition seamlessly integrates the latest changes in social media technology, including expanded coverage of mobile technology, demonstrating how these new ways to reach customers can be integrated into your marketing strategy. It also includes new sections on data analytics, clearly explaining how marketers can leverage data to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, Fifth Edition, provides a vital reference point for all students and managers involved in marketing strategy and implementation. CHAFFEY (Digital Marketing 5e) 9781138191686 4 colour.indd 3 27/02/2017 08:54 Dave Chaffey is a leading digital marketing consultant, trainer and author. Recognised by the CIM as one of 50 gurus who have shaped the future of marketing, Dave is an examiner on the CIM e-Marketing Award and course director for CIM e-marketing workshops since 1997. Dave Chaffey is CEO of SmartInsights.com, an online publisher and consultancy providing advice on digital marketing strategy to members in over 100 countries worldwide. PR Smith is an international speaker, marketing consultant and author of a ra