MARC details
| 000 -LEADER |
|---|
| fixed length control field |
03925nam a2200325 i 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
CSPC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20250918100814.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
250917s2022 ne a b 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9789001749842 |
| 040 ## - CATALOGING SOURCE |
|---|
| Transcribing agency |
CSPC |
| Original cataloging agency |
CSPC |
| Language of cataloging |
eng |
| Description conventions |
rda |
| 050 04 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.1265 |
| Item number |
V834 2022 |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Edition number |
23 |
| Classification number |
658.872 |
| Item number |
V827d |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Visser, Marjolein, |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Digital marketing fundamentals : |
| Remainder of title |
from strategy to ROI / |
| Statement of responsibility, etc. |
Marjolein Visser, Berend Sikkenga, and Mike Berry. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Second edition. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Utrecht, The Netherlands : |
| Name of producer, publisher, distributor, manufacturer |
Routledge-Noordhoff, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2022. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
649 pages : |
| Other physical details |
color illustrations ; |
| Dimensions |
24 cm. |
| 336 ## - CONTENT TYPE |
|---|
| Source |
rdacontent |
| Content type term |
text |
| 337 ## - MEDIA TYPE |
|---|
| Source |
rdamedia |
| Media type term |
unmediated |
| 338 ## - CARRIER TYPE |
|---|
| Source |
rdacarrier |
| Carrier type term |
volume |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Digital marketing -- Strategy and business models -- Marketing sensing -- Product realisation -- Customer acquisition: digital brand communications -- Customer acquisition: recruiting visitors through owned or earned channels -- Customer acquisition: recruiting visitors through paid channels -- Customer acquisition: sales and pricing -- Order processing -- Customer relationship management -- Designing effective websites and apps -- Digital analytics -- Planning and organisation. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
"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 en 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. Digital marketing knowledge and skills are the 'go to'for today's marketers who must create valuable customer journeys across digital platforms. This book goes beyond the basics, explaining 'why'digital marketing is now essential. Practical case studies bring the theory to life. Highly recommended for marketing students and business practitioners who want to create long-lasting customer relationships in our digital world. Dr. Kate Jones, Senior Lecturer, Digital Marketing, AUT University, Auckland, New Zealand Digital technologies have changed the way we market to and engage with our audiences. We need to understand these technologies and add value to the customer journey. I recommend this book for anyone looking to develop their digital marketing knowledge and skills. Dr. Marialena Zinopoulou, CEO, The Digital Marketing Association (DMA) and Lecturer in Digital and Emerging Technologies in Marketing Today, more than ever, it is essential that marketers have a solid grounding in Digital Strategy and techniques. Employers are increasingly demanding these skills. This book provides exactly that and I recommend it. Christian Jensen-Broby, Vice President, Market Operations and Asset Management, Europe, Middle East and Asia, Marriott Vacations Worldwide." |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Internet marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing |
| General subdivision |
Management. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Sikkenga, Berend, |
| Relator term |
author. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Berry, Mike, |
| Relator term |
author. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Suppress in OPAC |
No |
| Koha item type |
Books |
| Classification part |
658.872 |
| Item part |
V827d |
| Call number prefix |
GRD |
| Call number suffix |
2022 |
| Edition |
23 |
