| 000 -LEADER |
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| fixed length control field |
03847nam a22003497a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20200826101915.0 |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
|---|
| fixed length control field |
ta |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
200629b2018 ne ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9789001887124 (pbk) |
| 040 ## - CATALOGING SOURCE |
|---|
| Language of cataloging |
eng |
| Transcribing agency |
HNU |
| Description conventions |
rda |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Edition number |
23 |
| Placement Code |
GC |
| Classification number |
381.142 V82 2018 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Visser, Marjolein. |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Digital marketing fundamentals from strategy to ROI / |
| Statement of responsibility, etc. |
Marjolein Visser RM, Berend Sikkenga SMP, Mike Berry |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
First edition |
| 264 ## - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Utrecht, The Netherlands : |
| Name of producer, publisher, distributor, manufacturer |
Noordhoff Uitgevers, |
| Date of production, publication, distribution, manufacture, or copyright notice |
©2018. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
640 pages : |
| Other physical details |
colored illustrations ; |
| Dimensions |
25 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
1. Digital Marketing2. Strategy and Business Models3. Market Sensing4. Product Realisation5. Customer Acquisition: Digital Branding6. Customer Acquisition: Recruiting Visitors Through Owned or Earned Channels7. Customer Acquisition: Recruiting Visitors Through Paid Channels8. Customer Acquisition: Sales and Pricing9. Order Processing10. Customer Relationship Management11. Designing Effective Websites12. Digital Analytics13. Planning and Organization |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
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. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
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". |
| 521 ## - TARGET AUDIENCE NOTE |
|---|
| Target audience note |
College of Business and Accountancy |
| Source |
Marketing Management |
| 546 ## - LANGUAGE NOTE |
|---|
| Language note |
Text in English |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Online-Marketing. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
E-Business. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Internet marketing. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing -- Management. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Sikkenga, Berend. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Berry, Mike. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books |
| Classification part |
300-399 |
