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Digital Marketing Fundamentals

Digital Marketing Fundamentals

From Strategy to ROI

by Marjolein VisserBerend Sikkenga and Mike Berry
Paperback
Publication Date: 04/08/2021

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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.

ISBN:
9789001749842
9789001749842
Category:
Economics
Format:
Paperback
Publication Date:
04-08-2021
Language:
English
Publisher:
Taylor & Francis Group
Country of origin:
United States
Edition:
2nd Edition
Weight:
1.12kg

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