Digital Marketing Fundamentals

From Strategy to ROI

; Berend Sikkenga ; Mike Berry

Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital Marketing, as well as techniques and media, is discussed. Les mer
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Paperback
Legg i
Paperback
Legg i
Vår pris: 769,-

(Paperback) Fri frakt!
Leveringstid: Sendes innen 7 virkedager
På grunn av Brexit-tilpasninger og tiltak for å begrense covid-19 kan det dessverre oppstå forsinket levering.

Om boka

Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital Marketing, as well as techniques and media, is discussed. Digital Marketing Fundamentals is easy to read and contains many international examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands.


In this book, 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 management. The application of social media and mobile communications is seamlessly integrated into the topics.


Digital Marketing Fundamentals is suitable for commercial and management courses in higher education, including universities and business schools, and for professionals working in digital marketing.


To request access to the book's online resources, please click here: http://www.digitalmarketing.noordhoff.nl


For FAQs: https://www.basisboek-onlinemarketing.nl/faq-lecturers.html

Fakta

Innholdsfortegnelse

1. Digital Marketing


2. Strategy and Business Models


3. Market Sensing


4. Product Realisation


5. Customer Acquisition: Digital Branding


6. Customer Acquisition: Recruiting Visitors Through Owned or Earned Channels


7. Customer Acquisition: Recruiting Visitors Through Paid Channels


8. Customer Acquisition: Sales and Pricing


9. Order Processing


10. Customer Relationship Management


11. Designing Effective Websites


12. Digital Analytics


13. Planning and Organization

Om forfatteren

Marjolein Visser is Managing Consultant of MarketWise and founder of TourWise.


Berend Sikkenga is Head of eCommerce at LEGO.


Mike Berry is a Digital Marketing consultant, trainer and Professor of Practice at Hult International Business School, USA.