From strategy to ROI

Visser, Marjolein | Paperback / softback | 26-02-2021 | 9789001749842

– First fully-fledged textbook on digital marketing that covers the entire marketing process;
– with contributions from more than 20 online marketing specialists;
– English edition of the Dutch standard issue Basisboek Online Marketing.
Digital Marketing Fundamentals is the first fully-fledged textbook on digital marketing that covers the entire marketing process. Both the scientific theory behind digital marketing as well as techniques and media are discussed. Digital Marketing Fundamentals is easy to read and contains many International examples and case studies. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. Digital Marketing Fundamentals is very suitable for commercial and management courses in higher education.

In Digital Marketing Fundamentals, all relevant aspects of digital marketing are addressed: strategic aspects, the use of the internet for market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning and organisation. The application of social media and mobile communication is seamlessly integrated into the topics.

Digital Marketing continues to evolve and the pace of change is increasing. For this second edition the book has been revised completely and many new examples and case studies have been added. Emerging technologies such as Artificial Intelligence (AI) and Natural Language Processing (NLP) and the opportunities they increasingly offer to marketers are featured. We focus on the need to quantify objectives and to systematically measure the return on investment in Digital Marketing activities. Recent research outcomes, techniques, sources and examples have been incorporated throughout the book. Two essential models are introduced in Chapter 1 and run through the whole book: the Digital Marketing funnel and the RAIA model for Digital Marketing communication.

Digital Marketing Fundamentals is very suitable for commercial and management courses in higher education.

The corresponding website provides test questions and definition Flash Cards for students. Teachers have online access to PowerPoint presentations and answers.

Teachers can make use of www.toetsopmaat.nl. With this convenient tool, teachers can create their own tests. This test bank contains all the test questions from the practice exams for students. The tests can be exported in different formats.

Bij dit boek kunnen docenten zelf toetsen samenstellen met behulp van www.toetsopmaat.nl. Deze toetsenbank bevat alle vragen uit de oefentoetsen voor studenten en daarnaast een set unieke vragen voor de docent: ideaal voor een tentamen! Toetsen kunnen worden geëxporteerd naar diverse formats.

You can also order this title as an e-book on Bookshelf. Search here for the correct E-ISBN.

Marjolein Visser RM is managing consultant of the consultancy firm MarketWise and founder of TourWise, who provide digital marketing solutions for tourism and recreation. In addition, she provides in-company training and is involved in various master’s programmes and higher professional education programmes. Amongst other companies, Visser worked in (interim) marketing and executive positions for De Hypothekers Associatie, SNS Bank and Randstad. She has written six books and dozens of articles on various topics related to marketing.

Berend Sikkenga SMP ? was a passionate digital manager with almost twenty years of experience from both an agency perspective and a corporate perspective. As head of e-commerce at LEGO, he was responsible for e-commerce and omnichannel in the Benelux. He also provided training and guest lectures and has been a contributing author in the Marketingfacts yearbook for several years. Sikkenga started his career at internet consultancy firm Red Hot Minute (formerly Booleanpark) and subsequently led marketing management, sales management and service management at Essent and Ziggo in a variety of roles.

Mike Berry FCIM, F IDM started his career at Procter & Gamble. He then went agency-side with roles at EHS Brann (Havas Helia), Wunderman (Y&R), Bozell/FCB (Senior VP) and Head of Digital for EMEA at Jack Morton (Interpublic). Today, he’s a Digital Marketing consultant, trainer and academic (Professor of Practice at Hult International Business School, Course Leader at Imperial College London and Visiting Faculty at Cyprus International Institute of Management and Grenoble Ecole de Management in Berlin and Moscow). He is the author/co-author of 4 books including The Best Of Global Digital Marketing Storybook 1 and 2 (with Hando Sinisalu). Mike is a Fellow of the CIM (Course Director) and of the IDM (Course Tutor on PG Diploma).