Digital Marketing Fundamentals

From Strategy to ROI
3. Auflage 2025
ISBN: 978-1-032-96469-0
Verlag: Taylor & Francis Ltd

Buch, Englisch, 602 Seiten, Format (B × H): 169 mm x 239 mm, Gewicht: 1126 g

Reihe: Routledge-Noordhoff International Editions

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.

Zielgruppe

Postgraduate, Undergraduate Advanced, and Undergraduate Core

Autoren/Hrsg.

Visser, Marjolein

Berry, Mike

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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)

Über Autor(innen)

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.