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Digital marketing fundamentals

Author: Marjolein Visser; Berend Sikkenga; Mike Berry
Publisher: Groningen/Utrecht, The Netherlands : Noordhoff Uitgevers, [2018]
Edition/Format:   eBook : Document : 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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Genre/Form: Electronic books
Additional Physical Format: Print version:
Visser, Marjolein.
Digital marketing fundamentals.
Groningen/Utrecht, The Netherlands : Noordhoff Uitgevers, [2018]
(OCoLC)1044859789
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Marjolein Visser; Berend Sikkenga; Mike Berry
ISBN: 9789001887131 9001887139
OCLC Number: 1055763938
Notes: Digital marketing. Strategy and business models. Market sensing. Product realisation. Customer acquisition:digital branding, recruiting visitors through owned or earned channels, recruiting visigtors through paid channels, sales and pricing. Order processing. Customer relation management CRM. Designing effective websites. Digital analytics. Plannign and organisation.
Description: 1 online resource
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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