Digital Marketing Fundamentals

• 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 material The corresponding website provides test questions and definition Flash Cards for students. Teachers have online access to PowerPoint presentations and answers. About the authors 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. 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 TravelNext. David den Besten is active as an interim Senior Online Marketer at various companies. He has gained experience within the entire digital marketing field on both the agency and advertiser sides. In his part-time role as a trainer in various digital marketing subjects, he likes to inspire others.