Digital Marketing

Digital Marketing, 9th Edition, written by Dave Chaffey and Fiona Ellis-Chadwick, is a Pearson textbook designed for students studying online business and promotion. The text establishes a clear academic structure divided into three main parts: digital marketing fundamentals, strategy development, and implementation and practice.

This updated volume offers expanded coverage of artificial intelligence and generative AI tools as used in modern marketing activities. Students analyze critical operational topics, including digital data tracking, marketing analytics, customer privacy constraints, and online data security. The content also addresses marketing campaign personalization, detailing how organizations construct tailored digital interactions across diverse target audiences.

To connect practical techniques with academic literature, the text introduces a Research Spotlight feature that directly examines published academic research papers. This thematic focus provides reliable support for students pursuing structured coursework in digital business and modern marketing principles.