My Take: “Digital Marketing” by Dr. Dave Chaffey
A true textbook ideal for MBAs and Master’s degrees in marketing.
In my role as an academic advisor and lecturer in the Faculty of Business Administration at Laval University, I was tasked with reorganizing what had previously been two separate courses, “Marketing Strategy” (Introduction to Marketing) and “Fundamentals of the Connected Organization” (Digital Marketing) into one course for the Executive MBA program.
I was looking for a recent book that would offer the academic rigor of a textbook while being relevant and applicable in real life.
I found a gem in “Digital Marketing”, by Dr. Dave Chaffey and Fiona Ellis-Chadwick.
Structure and depth
As I read the book, I couldn’t help but notice that the structure and content make it ideal for both those new to marketing concepts and anyone who needs a refresher and solid understanding of digital. It also places digital marketing transformation in the broader perspective of digital transformation.
In short, the book is divided into three main parts:
- Fundamentals: intro, micro and macro environment;
- Strategy development: strategy, media and marketing mix, and relationship marketing…
