Digital marketing fundamentals from strategy to ROI / Marjolein Visser RM, Berend Sikkenga SMP, Mike Berry
By: Visser, Marjolein.
Contributor(s): Sikkenga, Berend | Berry, Mike.
Utrecht, The Netherlands : Noordhoff Uitgevers, ©2018Edition: First edition.Description: 640 pages : colored illustrations ; 25 cm.ISBN: 9789001887124 (pbk).Subject(s): Online-Marketing | E-Business | Internet marketing | Marketing -- ManagementDDC classification: 381.142 V82 2018| Item type | Current location | Collection | Call number | Status | Date due | Barcode |
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College Library General Circulation Section | GC | GC 381.142 V82 2018 (Browse shelf) | Available | HNU001319 |
Includes bibliographical references and index.
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
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.
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".
College of Business and Accountancy Marketing Management
Text in English
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