I often get asked for recommendations for good marketing books, and here’s a new edition of one which I enjoyed in a previous incarnation, and which should be worth getting out the plastic for. Digital Marketing: Strategy, Implementation and Practice (Amazon UK link) comes from British authors Dave Chaffey and Fiona Ellis-Chadwick (not that their nationality matters, but many marketing books can be a little too US-centric for my taste) and was originally published in now fairly unrecognisable form as Internet Marketing back in 2000. It’s a book which places online marketing in a wider context, using case studies, and should be a good read for anyone looking for a broad understanding of the subject. It’s a course textbook at the CIM.
Looking for a broader understanding of online marketing?
- by Chris Rand