Digital Marketing Fundamentals by Marjolein Visser

Digital Marketing Fundamentals by Marjolein Visser

Digital Marketing Fundamentals covers the entire marketing process. The academic 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: digital transformation, strategy and business models, online customer behaviour and learning to understand the customer, online branding, customer acquisition and customer engagement, facilitating online purchases and setting up digital services. The book addresses step-by-step the role of Digital Marketing in each phase of the customer cycle: from the inspiration phase and research phase to the maintenance and replacement phase. Designing effective websites and apps, digital analytics and experimentation and planning and organization are also discussed. The book gives the reader an integrated basis with which they can respond to new trends and techniques in the future. Digital Marketing Fundamentals is suitable for commercial and management courses in Higher Education including Universities and Business Schools and also for professionals working in Digital Marketing.

Marketing without digital is an anachronism and yet many organisations still leave digital to the junior members of the teamThis 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, Global Director of Undergraduate Learning & Development, Hult International Business School

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, 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), Module Leader at Imperial College Business School, London

Marjolein Visser RM has been fascinated by digitalisation since the first internet course in the Netherlands in 1994. As a managing partner at MarketWise, she assists organisations in developing innovative business models and optimising their marketing returns. Through TourWise, she operates international travel websites. In addition, Marjolein conducts incompany training and is involved in master’s and undergraduate programs. She has held interim marketing and executive roles at various organisations, including De Hypothekers Associatie, Achmea, Youri Group, Delta Lloyd, AEGON, SNS Bank, Randstad, and non-profit organisations. Marjolein has authored seven books and numerous articles on marketing.

Mike Berry FCIM, F IDM started his career at Procter & Gamble. He then went agency-side with roles at EHS Brann (Havas), Wunderman (Y&R – WPP), Senior VP at Bozell/FCB (IPG) and Head of Digital for EMEA at Jack Morton (IPG). Today he’s a Digital Marketing consultant, trainer and academic (Professor of Practice at Hult International Business School, Module Leader at Imperial College London and King’s College London and Visiting Faculty at Cambridge Judge Business School and Grenoble Ecole de Management in Paris). He is the author/co-author of 5 books including The Best Of Global Digital Marketing Storybook 1 and 2 (with Hando Sinisalu). Mike is a Fellow of the Chartered Institute of Marketing, CIM (and Course Director, CIM Academy). He is passionate about online data privacy and its implications for marketers and individuals.

SKU	Nicht verfügbar
ISBN 13	9781032964690
ISBN 10	1032964693
Titel	Digital Marketing Fundamentals
Autor	Marjolein Visser
Serie	Routledge-Noordhoff International Editions
Buchzustand	Nicht verfügbar
Bindungsart	Paperback
Verlag	Taylor & Francis Ltd
Erscheinungsjahr	2025-02-04
Seitenanzahl	602
Hinweis auf dem Einband	Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
Hinweis	Nicht verfügbar