Digital Marketing Fundamentals: From Strategy to Roi

ISBN-13: 9789001749842 / Angielski / Miękka / 2021 / 650 str.

Marjolein Visser; Berend Sikkenga; Mike Berry

Opis

Marketing is now fundamentally a digital process, and this textbook was the first to comprehensively analyse marketing through a digital lens. As the field is evolving rapidly, this edition is fully updated to cover the latest developments in theory and practice, incorporating many international examples and cases.

Spis treści

1. Digital Marketing (Case: Digital Marketing at Marriott)  2. Strategy and Business Models (Case: Cleartrip)  3. Market Sensing (Case: How Alibaba benefits from Singles Day)  4. Product Realisation (Case: Hire your neighbour’s car with SnappCar)  5. Customer acquisition: digital brand communications (Case: Digital Brand communications at Patagonia)  6. Customer acquisition: recruiting visitors through owned or earned channels (Case: Samsung UK targets SMEs)  7. Customer acquisition: recruiting visitors through paid channels (Case: Under Armour ecommerce, Google Shopping)  8. Customer acquisition: sales and pricing (Case: ASOS)  9. Order processing (Case: IKEA focuses on customer experience and self-service)  10. Customer relationship management (Case: Fashion brand Diane von Furstenberg makes customers feel special)  11. Designing effective websites and apps (Case: An International Marketing Award for the Anne Frank Foundation)  12. Digital analytics (Case: Digital Analytics in practice at Van der Valk Hotels) 13. Planning and organisation (Case: Online food delivery service Deliveroo)