Digital marketing Fundamentals
The Best Study Book of the Year 2019
Digital technologies have changed the way we market to and engage with our audiences. We need to understand these technologies and add value to the customer journey. I recommend this book for anyone looking to develop their digital marketing knowledge and skills.
Marialena Zinopoulou, CEO, The Digital Marketing Association (DMA), Lecturer at Imperial College Business School in London
Today, more than ever, it is essential that marketers have a solid grounding in Digital Strategy and techniques. Employers are increasingly demanding these skills. This book provides exactly that and I recommend it.
Christian Jensen-Broby, Vice President Market Operations & Asset Management, Asia Pacific, Marriott Vacations Worldwide
Marketing without digital is an anachronism, and yet many organisations still leave ‘digital’ to the junior members of the team. This book is essential reading for all practitioners, both young and old, to understand how digital should now be the red thread in all marketing strategies.
Ronan Gruenbaum, Dean, Hult International Business School
Practical insight in the complete digital marketing Process
Digital Marketing Fundamentals is a study book on digital marketing that covers the complete marketing process. The theoretical framework is based on academic research and has been translated to practice by digital marketing experts. The book describes the theory behind digital marketing, techniques and media, using many examples. Since the introduction of the first Dutch version, the book has been very successful. Tens of thousands marketers have read it and are using the basic principles in practice.
Digital Marketing Fundamentals starts with the introduction of the model of the five core processes, followed by the strategic aspects of digital marketing. After this all relevant aspects of online marketing are covered: using the internet for market research, for product development and the online production process, for branding, customer acquisition and customer bonding and for order fulfillment. The book also describes how to make effective websites and apps, digital analytics and planning en organisation. Social media and mobile marketing are an integrated element of each of the chapters.
The book is being used at several universities in Australia, the Netherlands, New Zealand, Scandinavia, Singapore, the UK and USA.
Lecturers can use a multitude of supportive teaching materials:
"Digital Marketing Fundamentals contains a large amount of knowledge about digital marketing that is summarized in an extremely professional manner in a beautifully executed and nicely illustrated, accessible and well-documented publication." - Prof. dr. Peter Leeflang, Frank M. Bass Professor of Marketing, Rijksuniversiteit Groningen
Digital Marketing Fundamentals has been developed in collaboration with a large number of professionals, who have each indicated how digital marketing yields the highest ROI, speaking from their own practical experience. Authors Marjolein Visser RM and Berend Sikkenga SMP have created a theoretical framework based on academic research and have supplemented the views of the authors with research results and their own vision. Mike Berry has added his insights and turned the originally Dutch publication into a truly international book.
Marketing Fundamentals by Bronis Verhage and Marjolein Visser provides students and professionals with the basic marketing knowledge they need to completely understand the theory behind Digital Marketing Fundamentals.