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999			_c4266 _d4266
005			20221216173348.0
008			221209b ||||| |||| 00| 0 eng d
020			_a9789001749842
082			_a658.872 _bVIS
100			_aVisser, Marjolein _99462
245			_aDigital marketing fundamentals: _bfrom strategy to ROI
250			_a2nd
260			_bRoutledge _aNew York _c2022
300			_a649 p.
365			_aGBP _b56.99
504			_aTable 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)
520			_aBook 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.
650			_aE-marketing _910790
650			_aReturn on Investment (ROI) _910791
942			_2ddc _cBK