A01 chaf6542 06 se fm indd

www.pearsoned.co.uk/chaffey

➔ 

Personalised ‘cybercycles’ from 

DBS Oegland, Norway

➔ 

Hamley’s e‑tail

The site also contains a range of study 

materials designed to help improve 

your results.

Web support

Links to other chapters

The main related chapters are:

● 

Chapter 4 – e‑environment provides underpinning on the  macro‑ 

 economic factors that support digital marketing planning

● 

Chapter 5 – on digital business strategy acts as an introduction 

to Part 2 and the chapters that follow; in particular, the section 

on eight strategic decisions is relevant to this chapter

● 

Chapter 9 – CRM details practical implementation of digital 

marketing plans through promotional techniques and customer 

relationship management

● 

Chapter 10 – discusses the change management issues 

associated with introducing multichannel marketing within an 

organisation

8.1

  

The evolution of easyJet’s online 

revenue contribution  347

8.2

  

Dell gets closer to its customers 

online 368

Learning outcomes

Management issues