Digital marketing fundamentals

Stumpel

? 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 technologies make it increasingly possible to create exchange, experiential and engagement value. As a result, online marketing professionals are increasingly focusing on customer value and customer relationships, both in the short and the long term. The customer cycle has therefore been chosen as the starting point for the third edition of the Digital Marketing Fundamentals. This has led to a different theoretical framework and a new chapter structure. Per phase of the buying and usage cycle, the textbook explains how online marketing professionals create customer value through digital interaction. The subject matter has been rearranged, updated, cleaned up and shortened and supplemented with the latest insights, examples, assignments and cases.Target audience Digital Marketing Fundamentals is very suitable for commercial and management courses in higher education. Can be used from year 1 onwards.Digital materialThe corresponding website provides test questions and definition Flash Cards for students. Teachers have online access to PowerPoint presentations and answers.About the authorsMarjolein 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. Visser 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. Mike Berry FCIM, F IDM is 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 four books including The Best Of Global Digital Marketing Storybook 1 and 2 (with Hando Sinisalu).Danny Oosterveer advises companies on the use of digital marketing, provides training and is a popular speaker on content marketing, digital analytics, advertising, search engine optimization, web development and social media. As a writer and blogger, Danny Oosterveer is active for Marketingfacts, The Next Web, Frankwatching, Emerce, SportNext and

Bol

Prepare for the OMCP certification exam and expand your digital marketing skillset Courses relying on the OMCP Digital Marketing Certification standards attract over 70,000 students at 900 universities around the world each year. This challenging curriculum requires strong command of content marketing, conversion rate optimization, and other digital marketing competencies in high market demand. In Digital Marketing Fundamentals, veteran digital media and marketing experts Greg Jarboe, Michael Stebbins, and Matt Bailey deliver an essential and accessible roadmap to completing the highly sought-after OMCP Digital Marketing Certification. You’ll explore topics like digital analytics, social media marketing, and search engine optimization with the help of industry-leading authors and members of the OMCP Standards Committee. In the book, you’ll also find: Full discussions of paid search marketing, email marketing, and marketing to mobile device users Exacting and focused instruction on all the competencies tested by the OMCP exam Accessible content suitable for experienced digital marketers looking for a new certification to boost their career, as well as novice practitioners trying to expand their skillset Perfect for aspiring and practicing digital marketers, Digital Marketing Fundamentals also belongs in the libraries of entrepreneurs, solopreneurs, and other small- and medium-sized business leaders looking for a starting point into the critical world of digital marketing.