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Viser: Digital Marketing Fundamentals - From Strategy to ROI
Digital Marketing Fundamentals
From Strategy to ROI
Marjolein Visser, Berend Sikkenga og Mike Berry
(2018)
Sprog: Engelsk
Taylor & Francis Group
831,00 kr.
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Detaljer om varen
- Paperback: 640 sider
- Udgiver: Taylor & Francis Group (September 2018)
- Forfattere: Marjolein Visser, Berend Sikkenga og Mike Berry
- ISBN: 9789001887124
Digital Marketing Fundamentalsis 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.
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.
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.
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
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