03925nam a2200325 i 4500 CSPC 20250918100814.0 250917s2022 ne a b 001 0 eng d 9789001749842 CSPC CSPC eng rda HF5415.1265 V834 2022 23 658.872 V827d Visser, Marjolein, author. Digital marketing fundamentals : from strategy to ROI / Marjolein Visser, Berend Sikkenga, and Mike Berry. Second edition. Utrecht, The Netherlands : Routledge-Noordhoff, 2022. 649 pages : color illustrations ; 24 cm. rdacontent text rdamedia unmediated rdacarrier volume Includes bibliographical references and index. 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. "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." Internet marketing. Marketing Management. Sikkenga, Berend, author. Berry, Mike, author. ddc 0 BK 658.872 V827d GRD 2022 23 0 0 ddc 0 0 CSPC CSPC GRD 2025-09-17 0 GRD 658.872 V827d 2022 030082 2025-09-17 15:11:40 1-1 2025-09-17 BK 30527 30527