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Digital Marketing Fundamentals
From Strategy to ROI
Taschenbuch von Marjolein Visser (u. a.)
Sprache: Englisch

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Beschreibung

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.

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.

Über den Autor

Marjolein Visser is a managing partner of MarketWise (services marketing) and TourWise B.V. (tourism). In addition, she provides training and inspiration sessions and is involved in various master's programmes and higher professional education programmes.

Berend Sikkenga was a passionate digital manager with almost twenty years of experience from both an agency perspective and a corporate perspective. As head of ecommerce at LEGO, he was responsible for ecommerce and omnichannel in the Benelux.

Mike Berry is a Digital Marketing consultant, trainer and academic, with roles at Hult International Business School, Imperial College London, Cyprus International Institute of Management, and Grenoble Ecole de Management in Berlin and Moscow.

Inhaltsverzeichnis

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)

Details
Erscheinungsjahr: 2021
Fachbereich: Volkswirtschaft
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Inhalt: Einband - flex.(Paperback)
ISBN-13: 9789001749842
ISBN-10: 9001749844
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Visser, Marjolein
Berry, Mike
Hersteller: Wolters-Noordhoff B.V.
Verantwortliche Person für die EU: preigu, Ansas Meyer, Lengericher Landstr. 19, D-49078 Osnabrück, mail@preigu.de
Maße: 238 x 165 x 33 mm
Von/Mit: Marjolein Visser (u. a.)
Erscheinungsdatum: 06.07.2021
Gewicht: 1,158 kg
Artikel-ID: 120268700
Über den Autor

Marjolein Visser is a managing partner of MarketWise (services marketing) and TourWise B.V. (tourism). In addition, she provides training and inspiration sessions and is involved in various master's programmes and higher professional education programmes.

Berend Sikkenga was a passionate digital manager with almost twenty years of experience from both an agency perspective and a corporate perspective. As head of ecommerce at LEGO, he was responsible for ecommerce and omnichannel in the Benelux.

Mike Berry is a Digital Marketing consultant, trainer and academic, with roles at Hult International Business School, Imperial College London, Cyprus International Institute of Management, and Grenoble Ecole de Management in Berlin and Moscow.

Inhaltsverzeichnis

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)

Details
Erscheinungsjahr: 2021
Fachbereich: Volkswirtschaft
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Inhalt: Einband - flex.(Paperback)
ISBN-13: 9789001749842
ISBN-10: 9001749844
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Visser, Marjolein
Berry, Mike
Hersteller: Wolters-Noordhoff B.V.
Verantwortliche Person für die EU: preigu, Ansas Meyer, Lengericher Landstr. 19, D-49078 Osnabrück, mail@preigu.de
Maße: 238 x 165 x 33 mm
Von/Mit: Marjolein Visser (u. a.)
Erscheinungsdatum: 06.07.2021
Gewicht: 1,158 kg
Artikel-ID: 120268700
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