Digital Marketing Fundamentals

Viser: Digital Marketing Fundamentals - From Strategy to ROI

Digital Marketing Fundamentals, 2. udgave

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Digital Marketing Fundamentals Vital Source e-bog

Marjolein Visser, Berend Sikkenga og Mike Berry

(2021)

Taylor & Francis

552,00 kr. 496,80 kr.

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From Strategy to ROI

Marjolein Visser, Berend Sikkenga og Mike Berry

(2021)

Sprog: Engelsk

Taylor & Francis Group

568,00 kr. 511,20 kr.

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2. Udgave
Vital Source searchable e-book (Reflowable pages)
Udgiver: Taylor & Francis (Juli 2021)
Forfattere: Marjolein Visser, Berend Sikkenga og Mike Berry
ISBN: 9781000442915

Beskrivelse
Om e-bogen

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 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, 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. Digital Marketing Fundamentals is very suitable for commercial and management courses in Higher Education and also for professionals active in digital marketing.

Licens varighed:
Bookshelf online: 5 år fra købsdato.
Bookshelf appen: ubegrænset dage fra købsdato.

Udgiveren oplyser at følgende begrænsninger er gældende for dette produkt:
Print: 2 sider kan printes ad gangen
Copy: højest 2 sider i alt kan kopieres (copy/paste)

Detaljer om varen

2. Udgave
Paperback: 650 sider
Udgiver: Taylor & Francis Group (Juli 2021)
Forfattere: Marjolein Visser, Berend Sikkenga og Mike Berry
ISBN: 9789001749842

Beskrivelse
Indhold

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 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, 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.

Digital Marketing Fundamentals is very suitable for commercial and management courses in Higher Education and also for professionals active in digital marketing.

1. Digital Marketing (Case: Digital Marketing at Marriott)
2. Strategy and Business Models (Case: Cleartrip)
3. Market Sensing (Case: How Alibaba benefits from Singles Day)
4. Product Realisation (Case: Hire your neighbour's car with SnappCar)
5. Customer acquisition: digital brand communications (Case: Digital Brand communications at Patagonia)
6. Customer acquisition: recruiting visitors through owned or earned channels (Case: Samsung UK targets SMEs)
7. Customer acquisition: recruiting visitors through paid channels (Case: Under Armour ecommerce, Google Shopping)
8. Customer acquisition: sales and pricing (Case: ASOS)
9. Order processing (Case: IKEA focuses on customer experience and self-service)
10. Customer relationship management (Case: Fashion brand Diane von Furstenberg makes customers feel special)
11. Designing effective websites and apps (Case: An International Marketing Award for the Anne Frank Foundation)
12. Digital analytics (Case: Digital Analytics in practice at Van der Valk Hotels)
13. Planning and organisation (Case: Online food delivery service Deliveroo)