Digital Marketing Fundamentals is 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. 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, 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.
'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 & Asset Management, Asia Pacific, Marriott Vacations Worldwide
'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.' - Marialena Zinopoulou, CEO, The Digital Marketing Association (DMA), Lecturer at Imperial College Business School, London, UK
'Marketing without digital is an anachronism, and yet many organisations still leave ‘digital’ to the junior members of the team. This book is essential reading for all practitioners, both young and old, to understand how digital should now be the red thread in all marketing strategies.' - Ronan Gruenbaum, Dean, Hult International Business School, USA
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