A01 chaf6542 06 se fm indd

The Chartered Institute of Purchasing and Supply (CIPS) (

www.cips.org

) Industry body 

in UK. Has research and  best‑  practice advice on e‑procurement including a 2006 survey 

on SME attitudes to e‑commerce.

The Logistics web guide on About.com (

http://logistics.about.com

) Also has collection of 

links on the benefits and disadvantages of e‑procurement.

Web links

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8

➔ 

What is digital marketing?  328

➔ 

Digital marketing planning  334

➔ 

Situation analysis  336

➔ 

Objective setting  344

➔ 

Strategy 350

➔ 

Tactics 363

➔ 

Actions 381

➔ 

Control 383

Focus on . . .

➔ 

Characteristics of digital media 

communications 358

➔ 

Online branding  378

 

Chapter at a glance

Main topics

Digital marketing

After completing this chapter the reader should be able to:

● 

Assess the need for separate digital business and digital 

marketing strategies

● 

Create an outline digital marketing plan intended to implement 

the digital marketing strategy

● 

Distinguish between marketing communication characteristics of 

traditional and new media

The issues for managers raised in this chapter include:

● 

How do we integrate traditional marketing approaches with 

digital marketing?

● 

How can we use electronic communications to differentiate our 

products and services?

● 

How do we redefine our marketing and communications mixes to 

incorporate new media?

Case studies

The following additional case studies 

are available at