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Digital marketing fundamentals

Author: Marjolein Visser; Berend Sikkenga; Mike Berry
Publisher: Groningen/Utrecht, The Netherlands : Noordhoff Uitgevers B.V., [2018] ©2018
Edition/Format:   Print book : English : First editionView all editions and formats
Summary:
First fully-fledged textbook on digital marketing that covers the entire marketing process; - with contributions from over 30 online marketing specialists; - scientific theory behind digital marketing as well as techniques and media are discussed. Digital Marketing Fundamentals is the first fully-fledged textbook on digital marketing that covers the entire marketing process. Both the scientific theory behind digital  Read more...
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Document Type: Book
All Authors / Contributors: Marjolein Visser; Berend Sikkenga; Mike Berry
ISBN: 9789001887124 9001887120 9789001887131 9001887139
OCLC Number: 1050271049
Description: 640 pages : illustrations (chiefly color) ; 25 cm
Contents: Digital marketing --
Strategy and business models --
Market sensing --
Product realisation --
Customer acquisition : digital branding --
Customer acquisition : recruiting visitors through owned or earned channels --
Customer acquisition : recruiting visitors through paid channels --
Customer acquisition : sales and pricing --
Order processing --
Customer relationship management --
Designing effective websites --
Digital analytics --
Planning and organisation.
Other Titles: Digital marketing fundamentals :
Responsibility: Marjolein Visser, Berend Sikkenga, Mike Berry.

Abstract:

First fully-fledged textbook on digital marketing that covers the entire marketing process; - with contributions from over 30 online marketing specialists; - scientific theory behind digital marketing as well as techniques and media are discussed. Digital Marketing Fundamentals is the first fully-fledged textbook on digital marketing that covers the entire marketing process. Both the scientific theory behind digital marketing as well as techniques and media are discussed. Digital Marketing Fundamentals is easy to read en contains many International examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In Digital Marketing Fundamentals, all relevant aspects of digital marketing are addressed: strategic aspects, the use of the Internet for market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning and organisation. The application of social media and mobile communication is seamlessly integrated into the topics"

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'Today, more than ever, it is essential that marketers have a solid grounding in digital strategy and techniques. Employers are increasingly demanding these skills. This book provides exactly that Read more...

 
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