Marjolein Visser, Berend Sikkenga, Mike Berry

Digital Marketing Fundamentals (eBook, PDF)

From Strategy to ROI

• Format: PDF

Produktbeschreibung

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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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 650
• Erscheinungstermin: 5. Juli 2021
• Englisch
• ISBN-13: 9781000442892
• Artikelnr.: 61916183

Autorenporträt

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.

Inhaltsangabe

1. Digital Marketing (Case: Digital Marketing at Marriott) 2. Digital
Transformation, Strategy and Business Models (Case: IKEA's Digital
Transformation) 3. Online Customer Behaviour (Case: The Online Behaviour of
Treehugger's Youngest Target Group) 4. Understanding the Customer (Case:
E-sey Rider? Harley-Davidson LiveWire) 5. Strengthening the Brand (Case:
Digital Brand Communications at Patagonia) 6. Digital Marketing in the
Inspiration Phase (Case: Tiffany Inspires Once-in-a-Lifetime Jewellery
Purchases) 7. Digital Marketing in the Research Phase (Case: Raleigh
Optimises Findability) 8. Digital Marketing in the Evaluation and Selection
Phases (Case: The Smart Online Sales Strategies of ASOS) 9. Facilitating
Online Purchases (Case: The Growth Plan of La Roche-Posay Have Consequences
for Distribution and Service) 10. Setting Up Digital/Automated Services
(Case: FrieslandCampina Professional Optimises the Customer Journey for
Pizza Chefs) 11. Digital Marketing Throughout the Use Cycle (Case: Fashion
Brand Diane von Furstenberg Makes Customers Feel Special) 12. Designing
Effective Websites and Apps (Case: An International Marketing Award for the
Anne Frank Foundation) 13. Digital Analytics, Testing and Experimentation
(Case: Digital Analytics in Practice at Van der Valk Hotels) 14. Digital
Marketing Planning and Organisation (Case: Online Supermarket Ocado
Delivers for its Customers)