000			03847nam a22003497a 4500
999			_c36905 _d36905
003			OSt
005			20200826101915.0
007			ta
008			200629b2018 ne ||||| |||| 00| 0 eng d
020			_a9789001887124 (pbk)
040			_beng _cHNU _erda
082			_223 _3GC _a381.142 V82 2018
100			_aVisser, Marjolein.
245			_aDigital marketing fundamentals from strategy to ROI / _cMarjolein Visser RM, Berend Sikkenga SMP, Mike Berry
250			_aFirst edition
264			_aUtrecht, The Netherlands : _bNoordhoff Uitgevers, _c©2018.
300			_a640 pages : _bcolored illustrations ; _c25 cm.
504			_aIncludes bibliographical references and index.
505			_a1. 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			_aDigital 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			_aFirst 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			_aCBA _bMarketing Management
546			_aText in English
650			_aOnline-Marketing.
650			_aE-Business.
650			_aInternet marketing.
650			_aMarketing -- Management.
700			_aSikkenga, Berend.
700			_aBerry, Mike.
942			_2ddc _cBK _h300-399