Digital marketing fundamentals: from strategy to ROI

By:

Visser, Marjolein

Material type: Text

TextPublication details: Routledge New York 2022Edition: 2ndDescription: 649 pISBN:

9789001749842

Subject(s):

DDC classification:

658.872 VIS

Summary: Book Description 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.

List(s) this item appears in: Marketing

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.872 VIS (Browse shelf(Opens below))	1	Checked out	01/11/2025	003946

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Table of Contents
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)

Book Description
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.

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