Strategy, Implementation and Practice
Dave Chaffey & Fiona Ellis-Chadwick
‘I have used Digital Marketing: Strategy, Implementation and Practice in all its editions since first publication with my undergraduate and postgraduate students. It is a core text for all the students, because it provides the detail they require at an academic level. Importantly it is a book for the practitioner to use too. This is why we use it on our postgraduate practitioner programmes – where we actually buy the book for the students as we believe it is that important. No other text comes close and literally thousands of our graduates have benefitted from it in their subsequent careers: written by the specialist for the specialist.’
David Edmundson-Bird – Principal Lecturer in Digital Marketing at Manchester Metropolitan University
Now in its sixth edition, Digital Marketing: Strategy, Implementation and Practice provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.
Readers will learn best practice frameworks for developing a digital marketing strategy, plus success factors for key digital marketing techniques including search marketing, conversion optimisation and digital communications using social media including Twitter and Facebook.
Review
Digital Marketing is a comprehensive, authoritative guide to navigating the ever-evolving digital landscape. This textbook covers everything from SEO and social media to data analytics and AI-driven marketing, blending academic rigour with practical application.
The book excels in structuring complex topics, like customer journey mapping and omnichannel strategy, into clear frameworks, supported by global case studies and actionable checklists. While its depth may overwhelm beginners, it’s an invaluable reference for marketers seeking to bridge theory and execution.
Updated with emerging trends (voice search, privacy regulations), this edition remains a gold standard for students and professionals alike. Not a quick read, but an essential one for mastering digital marketing’s full spectrum, strategic, tactical, and technical.
Note from our founder – Thom Poole: I worked with Dave some years ago, and whilst he didn’t start off in marketing, his technical knowledge has allowed marketers to expand and exploit the technology world, driving Marketing Tech (MarTech).
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