Digital Marketing Book

Build practical digital marketing skills

Learn how to turn digital marketing concepts into effective strategies with Digital Marketing, 9th Edition, by Dave Chaffey and Fiona Ellis-Chadwick. Designed for students, this comprehensive textbook connects academic models with practical techniques, helping you understand how digital marketing works in real business situations. Engaging examples and case studies show how organisations use digital channels to reach audiences, support their goals and respond to a fast-changing marketing landscape.

Connect data, customers and strategy

Explore the role of digital data and analytics in understanding customer behaviour and shaping more relevant marketing activity. The book introduces the opportunities these tools offer while also addressing important considerations around customer privacy and security. It helps you develop a balanced perspective on how organisations can use insight responsibly, make informed decisions and adapt their approaches to different audiences and objectives.

Learn with current examples and research

This updated ninth edition includes a new chapter on digital consumer behaviour, refreshed case studies from industry-leading companies and a Research Spotlight feature exploring significant academic research papers. These resources bring together current thinking and applied examples, helping you examine how digital marketing ideas are used in practice. A thought-provoking debate on the future of marketing also offers perspectives on the scope and direction of the discipline.

Explore AI in today’s marketing landscape

With updated coverage of artificial intelligence and the impact of generative AI services, the textbook considers how emerging tools relate to marketing work. New case studies on Zalando and Brainlabs, along with activities involving GenAI tools, provide opportunities to consider their use across different marketing activities. Together, the material supports a clearer understanding of both the possibilities and the challenges associated with these developments.

A resource for study and career preparation

Combining essential concepts, practical skills, case studies and research, Digital Marketing, 9th Edition is a useful resource for students building their knowledge of the field. Whether you are studying strategy, exploring digital channels or developing an understanding of contemporary marketing practice, this guide helps you connect theory with real-life scenarios and prepare for further study or a career in digital marketing.