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Chapter 11
Business-to-consumer
digital marketing practice
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 11.2
Learning objectives
Understand online shopping behaviour and more
specifically how consumer profiles and online
experiences shape and influence the extent to which
individuals are likely to engage with the online trading
environment
Explain the development of e-retailing and describe
various types of online retailing activities and strategies
Begin to develop an understanding from a retailers
perspective of the strategic implications of trading online
in consumer markets
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 11.3
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 11.4
Introduction
Slide 11.5
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 11.6
Figure 11.1
Slide 11.7
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 11.8
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013
Slide 11.9
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition Pearson Education Limited 2013