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Digital Marketing Fundamentals: From Strategy to ROI
Digital Marketing Fundamentals is the first fully-fledged textbook on digital marketing that covers the entire marketing process. Both the s...
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About the Book
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.
Edition
2nd
Language
English
Publisher
Taylor & Francis
Binding
Paperback
ISBN-13
9789001749842
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Product Details
ISBN-139789001749842
PublisherTaylor & Francis
BindingPaperback
LanguageEnglish
AuthorMarjolein Visser, Berend Sikkenga, Mike Berry
Edition2nd
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