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Digital marketing fundamentals / Marjolein Visser, Berend Sikkenga, Mike Berry.

By: Contributor(s): Material type: TextTextPublisher: Groningen/Utrecht, The Netherlands : Noordhoff Uitgevers B.V., [2018]Copyright date: ©2018Edition: First editionDescription: 1 volume (unpaged) : illustrations (chiefly colour) ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9001887120
  • 9789001887124
  • 9001887139
  • 9789001887131
Other title:
  • Digital marketing fundamentals : From strategy to ROI
Subject(s): Additional physical formats: No titleDDC classification:
  • 658.872 23
LOC classification:
  • HF5415.1265 .V57 2018
Contents:
Digital marketing -- Strategy and business models -- Market sensing -- Product realisation -- Customer acquisition : digital branding -- Customer acquisition : recruiting visitors through owned or earned channels -- Customer acquisition : recruiting visitors through paid channels -- Customer acquisition : sales and pricing -- Order processing -- Customer relationship management -- Designing effective websites -- Digital analytics -- Planning and organisation.
Summary: "Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind digital marketing, as well as techniques and media, is discussed."--Back cover.
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Includes bibliographical references and index.

Digital marketing -- Strategy and business models -- Market sensing -- Product realisation -- Customer acquisition : digital branding -- Customer acquisition : recruiting visitors through owned or earned channels -- Customer acquisition : recruiting visitors through paid channels -- Customer acquisition : sales and pricing -- Order processing -- Customer relationship management -- Designing effective websites -- Digital analytics -- Planning and organisation.

"Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind digital marketing, as well as techniques and media, is discussed."--Back cover.

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