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Full Description
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.
Contents
1. Digital Marketing (Case: Digital Marketing at Marriott) 2. Digital Transformation, Strategy and Business Models (Case: IKEA's Digital Transformation) 3. Online Customer Behaviour (Case: The Online Behaviour of Treehugger's Youngest Target Group) 4. Understanding the Customer (Case: E-sey Rider? Harley-Davidson LiveWire) 5. Strengthening the Brand (Case: Digital Brand Communications at Patagonia) 6. Digital Marketing in the Inspiration Phase (Case: Tiffany Inspires Once-in-a-Lifetime Jewellery Purchases) 7. Digital Marketing in the Research Phase (Case: Raleigh Optimises Findability) 8. Digital Marketing in the Evaluation and Selection Phases (Case: The Smart Online Sales Strategies of ASOS) 9. Facilitating Online Purchases (Case: The Growth Plan of La Roche-Posay Have Consequences for Distribution and Service) 10. Setting Up Digital/Automated Services (Case: FrieslandCampina Professional Optimises the Customer Journey for Pizza Chefs) 11. Digital Marketing Throughout the Use Cycle (Case: Fashion Brand Diane von Furstenberg Makes Customers Feel Special) 12. Designing Effective Websites and Apps (Case: An International Marketing Award for the Anne Frank Foundation) 13. Digital Analytics, Testing and Experimentation (Case: Digital Analytics in Practice at Van der Valk Hotels) 14. Digital Marketing Planning and Organisation (Case: Online Supermarket Ocado Delivers for its Customers)
