Digital Marketing Fundamentals
From Strategy to ROI
Genomineerd voor de PIM Marketing Literatuur Prijs 2019, bekroond als Beste Marketing Studieboek 2019
– 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.