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- Broschiertes Buch
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.
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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.
Produktdetails
- Produktdetails
- Routledge-Noordhoff International Editions
- Verlag: Wolters-Noordhoff B.V.
- 2 ed
- Seitenzahl: 650
- Erscheinungstermin: 6. Juli 2021
- Englisch
- Abmessung: 238mm x 165mm x 33mm
- Gewicht: 1198g
- ISBN-13: 9789001749842
- ISBN-10: 9001749844
- Artikelnr.: 62114039
- Routledge-Noordhoff International Editions
- Verlag: Wolters-Noordhoff B.V.
- 2 ed
- Seitenzahl: 650
- Erscheinungstermin: 6. Juli 2021
- Englisch
- Abmessung: 238mm x 165mm x 33mm
- Gewicht: 1198g
- ISBN-13: 9789001749842
- ISBN-10: 9001749844
- Artikelnr.: 62114039
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.
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)
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)
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)
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)