Digital marketing: strategy, implementation and practice, 6th. ed.
The development of the Internet, World Wide Web and other digital technologies have transformed marketing. For consumers, they give a much wider choice of products, services and prices from different suppliers and a more convenient way to select and purchase items. There is also a choice of techn...
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my.uniten.dspace-169712020-10-15T03:01:43Z Digital marketing: strategy, implementation and practice, 6th. ed. Dave Chaffey, Fiona Ellis-Chadwick. Marketing. The development of the Internet, World Wide Web and other digital technologies have transformed marketing. For consumers, they give a much wider choice of products, services and prices from different suppliers and a more convenient way to select and purchase items. There is also a choice of technology platforms from desktops and laptops to smartphone and tablet devices for consumers to use. For organisations, digital media and new technology platforms give the opportunity to expand into new markets, offer new services, apply new online communications techniques and compete on a more equal footing with larger businesses. For those working within these organisations it gives the opportunity to develop new skills and to use these new tools to improve the competitiveness of the company. At the same time, the Internet and related digital technology platforms give rise to many threats to organisations. For example, online companies such as ASOS.com (clothing), Amazon.com (books and retail), iTunes (music) and Expedia (travel) have captured a significant part of their market and struck fear into the existing players. Many consumers now regularly use social networks like Facebook, Google+, LinkedIn and Twitter as part of their daily lives. Engaging these consumers is an ongoing challenge, but as we will see, companies like ASOS have taken advantage of these opportunities to interact with customers and this has helped them develop as a worldwide brand. 2020-10-15T03:01:42Z 2020-10-15T03:01:42Z 2016 Book http://dspace.uniten.edu.my/jspui/handle/123456789/16971 en Pearson |
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Marketing. Dave Chaffey, Fiona Ellis-Chadwick. Digital marketing: strategy, implementation and practice, 6th. ed. |
description |
The development of the Internet, World Wide Web and other digital technologies have
transformed marketing. For consumers, they give a much wider choice of products, services
and prices from different suppliers and a more convenient way to select and purchase items.
There is also a choice of technology platforms from desktops and laptops to smartphone
and tablet devices for consumers to use. For organisations, digital media and new technology
platforms give the opportunity to expand into new markets, offer new services, apply
new online communications techniques and compete on a more equal footing with larger
businesses. For those working within these organisations it gives the opportunity to develop
new skills and to use these new tools to improve the competitiveness of the company.
At the same time, the Internet and related digital technology platforms give rise to many
threats to organisations. For example, online companies such as ASOS.com (clothing),
Amazon.com (books and retail), iTunes (music) and Expedia (travel) have captured a significant
part of their market and struck fear into the existing players. Many consumers
now regularly use social networks like Facebook, Google+, LinkedIn and Twitter as part
of their daily lives. Engaging these consumers is an ongoing challenge, but as we will see,
companies like ASOS have taken advantage of these opportunities to interact with customers
and this has helped them develop as a worldwide brand. |
format |
Book |
author |
Dave Chaffey, Fiona Ellis-Chadwick. |
author_facet |
Dave Chaffey, Fiona Ellis-Chadwick. |
author_sort |
Dave Chaffey, Fiona Ellis-Chadwick. |
title |
Digital marketing: strategy, implementation and practice, 6th. ed. |
title_short |
Digital marketing: strategy, implementation and practice, 6th. ed. |
title_full |
Digital marketing: strategy, implementation and practice, 6th. ed. |
title_fullStr |
Digital marketing: strategy, implementation and practice, 6th. ed. |
title_full_unstemmed |
Digital marketing: strategy, implementation and practice, 6th. ed. |
title_sort |
digital marketing: strategy, implementation and practice, 6th. ed. |
publisher |
Pearson |
publishDate |
2020 |
url |
http://dspace.uniten.edu.my/jspui/handle/123456789/16971 |
_version_ |
1680859883449090048 |
score |
13.160551 |