Digital marketing fundamentals: (Record no. 4266)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02725nam a22002177a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20221216173348.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 221209b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9789001749842 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.872 |
| Item number | VIS |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Visser, Marjolein |
| 245 ## - TITLE STATEMENT | |
| Title | Digital marketing fundamentals: |
| Remainder of title | from strategy to ROI |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 2nd |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher, distributor, etc. | Routledge |
| Place of publication, distribution, etc. | New York |
| Date of publication, distribution, etc. | 2022 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 649 p. |
| 365 ## - TRADE PRICE | |
| Price type code | GBP |
| Price amount | 56.99 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Table of Contents<br/>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)<br/><br/> |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Book Description<br/>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.<br/><br/>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.<br/><br/>Digital Marketing Fundamentals is very suitable for commercial and management courses in Higher Education and also for professionals active in digital marketing. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | E-marketing |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Return on Investment (ROI) |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Book |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Bill No | Bill Date | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Total Checkouts | Full call number | Accession Number | Checked out | Date last seen | Date checked out | Copy number | Cost, replacement price | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Marketing | IB/IN/775 | 22-11-2022 | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 12/09/2022 | International Book Centre | 3672.15 | 2 | 658.872 VIS | 003946 | 01/11/2025 | 12/28/2024 | 12/28/2024 | 1 | 5585.02 | 12/09/2022 | Book |