Productomschrijving
• 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
