Marjolein Visser, Berend Sikkenga, Mike Berry
Published September 19, 2018
Textbook - 640 Pages
ISBN 9789001887124 - CAT# K400042
For Instructors Request Inspection Copy
Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital Marketing, as well as techniques and media, is 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, 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 management. The application of social media and mobile communications is seamlessly integrated into the topics.
Digital Marketing Fundamentals is suitable for commercial and management courses in higher education, including universities and business schools, and for professionals working in digital marketing.
1. Digital Marketing
2. Strategy and Business Models
3. Market Sensing
4. Product Realisation
5. Customer Acquisition: Digital Branding
6. Customer Acquisition: Recruiting Visitors Through Owned or Earned Channels
7. Customer Acquisition: Recruiting Visitors Through Paid Channels
8. Customer Acquisition: Sales and Pricing
9. Order Processing
10. Customer Relationship Management
11. Designing Effective Websites
12. Digital Analytics
13. Planning and Organization
We provide complimentary e-inspection copies of primary textbooks to instructors considering our books for course adoption.