Digital marketing fundamentals / Marjolein Visser, Berend Sikkenga, Mike Berry.
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-fl...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Ebook |
| Language: | English |
| Published: |
Groningen/Utrecht, The Netherlands :
Noordhoff Uitgevers B.V.,
[2018]
|
| Edition: | First edition. |
| Subjects: | |
| Online Access: | EBSCO eBooks |
| Summary: | 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" |
|---|---|
| Physical Description: | 1 online resource (640 pages) : illustrations (chiefly colour) |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9001887120 9001887139 9789001887124 9789001887131 |