Author(s): Dave Chaffey; Fiona Ellis-Chadwick; Richard Mayer; Kevin Johnston


The third edition is a significant update with many revisions, new subsections and nearly 100 new figures
to better explain Internet marketing concepts.

The content of this book assumes some existing knowledge of marketing in the reader, perhaps developed
through experience or by students studying introductory modules in marketing fundamentals, marketing
communications or buyer behaviour. However, the text outlines basic concepts of marketing,
communications theory, buyer behaviour and the marketing mix.

Who Should Use This Book?

This book has been created primarily as the main student text for undergraduate and postgraduate
students taking specialist marketing courses or modules which cover e-marketing, Internet and
digital marketing, electronic commerce and e-business. There is also much of relevance in this
book for marketing practitioners.

Download File Size:8.05 MB

---