Digital Marketing Fundamentals : From Strategy to ROI

- First fully-fledged textbook on digital marketing that covers the entire marketing process; - with contributions from over 30 online marketing specialists; - scientific theory behind digital marketing as well as techniques and media are discussed. '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 en contains many International examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In 'Digital Marketing Fundamentals', 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 organisation. The application of social media and mobile communication is seamlessly integrated into the topics. Table of contents 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 organisation References Illustrations Index About the authors