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...
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| Main Authors: | , , |
|---|---|
| Format: | Ebook |
| Language: | English |
| Published: |
Groningen/Utrecht, The Netherlands :
Noordhoff Uitgevers B.V.,
[2018]
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| Edition: | First edition. |
| Subjects: | |
| Online Access: | EBSCO eBooks |
Table of Contents:
- Digital marketing
- Strategy and business models
- Market sensing
- Product realisation
- Customer acquisition : digital branding
- Customer acquisition : recruiting visitors through owned or earned channels
- Customer acquisition : recruiting visitors through paid channels
- Customer acquisition : sales and pricing
- Order processing
- Customer relationship management
- Designing effective websites
- Digital analytics
- Planning and organisation.