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商品詳細
Digital Marketing Fundamentals : From Strategy to ROI. 3rd ed. デジタル・マーケティングの基本 第3版
・ISBN 978-1-032-94132-5 hard GB£ 245.00
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・ISBN 978-1-032-96469-0 paper GB£ 69.99
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納品価格につきましては書籍の入荷時点で確定となります。
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| 著者・編者 | Visser, Marjolein / Berry, Mike, |
|---|---|
| シリーズ | Routledge-Noordhoff International Editions |
| 出版社 | (Routledge, UK) |
| 出版年月 | 2025.02 |
| ページ数 | 602 pp. |
| 言語 | ENG |
| ニュース番号 | ＜737-551＞ |
解説
Digital Marketing Fundamentals covers the entire marketing process. The academic 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 cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands.
In this book, all relevant aspects of Digital Marketing are addressed: digital transformation, strategy and business models, online customer behaviour and learning to understand the customer, online branding, customer acquisition and customer engagement, facilitating online purchases and setting up digital services. The book addresses step-by-step the role of Digital Marketing in each phase of the customer cycle: from the inspiration phase and research phase to the maintenance and replacement phase. Designing effective websites and apps, digital analytics and experimentation and planning and organization are also discussed. The book gives the reader an integrated basis with which they can respond to new trends and techniques in the future.
Digital Marketing Fundamentals is suitable for commercial and management courses in Higher Education including Universities and Business Schools and also for professionals working in Digital Marketing.