Marjolein Visser, Mike Berry

Digital Marketing Fundamentals (eBook, PDF)

From Strategy to ROI

• Format: PDF

Produktbeschreibung

Digital Marketing Fundamentals covers the entire marketing process. The academic 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: digital transformation, strategy and business models, online customer behaviour and learning to understand the customer, online branding, customer acquisition and customer engagement, facilitating online purchases and setting up digital services. The book addresses step-by-step the role of Digital Marketing in each phase of the customer cycle: from the inspiration phase and research phase to the maintenance and replacement phase. Designing effective websites and apps, digital analytics and experimentation and planning and organization are also discussed. The book gives the reader an integrated basis with which they can respond to new trends and techniques in the future.

Digital Marketing Fundamentals is suitable for commercial and management courses in Higher Education including Universities and Business Schools and also for professionals working in Digital Marketing.

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Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in A, BG, CY, CZ, D, DK, EW, E, FIN, F, GR, HR, H, IRL, I, LT, LR, M, PL, P, R, S, SLO, SK ausgeliefert werden.

Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 602
• Erscheinungstermin: 4. Februar 2025
• Englisch
• ISBN-13: 9781040309346
• Artikelnr.: 72326403

Autorenporträt

Marjolein Visser RM has been fascinated by digitalisation since the first internet course in the Netherlands in 1994. As a managing partner at MarketWise, she assists organisations in developing innovative business models and optimising their marketing returns. Through TourWise, she operates international travel websites. In addition, Marjolein conducts incompany training and is involved in master's and undergraduate programs. She has held interim marketing and executive roles at various organisations, including De Hypothekers Associatie, Achmea, Youri Group, Delta Lloyd, AEGON, SNS Bank, Randstad, and non-profit organisations. Marjolein has authored seven books and numerous articles on marketing.

Mike Berry FCIM, F IDM started his career at Procter & Gamble. He then went agency-side with roles at EHS Brann (Havas), Wunderman (Y&R - WPP), Senior VP at Bozell/FCB (IPG) and Head of Digital for EMEA at Jack Morton (IPG). Today he's a Digital Marketing consultant, trainer and academic (Professor of Practice at Hult International Business School, Module Leader at Imperial College London and King's College London and Visiting Faculty at Cambridge Judge Business School and Grenoble Ecole de Management in Paris). He is the author/co-author of 5 books including The Best Of Global Digital Marketing Storybook 1 and 2 (with Hando Sinisalu). Mike is a Fellow of the Chartered Institute of Marketing, CIM (and Course Director, CIM Academy). He is passionate about online data privacy and its implications for marketers and individuals.

Inhaltsangabe

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)