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business · 2024
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an unbiased, balanced guide to all aspects of digital marketing, from social media, mobile and vr marketing to objectives, metrics and analytics. covering all aspects of digital marketing planning and the latest models, the book also offers a range of tools to help implement your own digital marketing plans and strategies. the second edition has been expanded to include new discussions and research on areas including digital privacy, types of influencers, social listening and the gig economy. key features: supported by case examples from 28 global companies and brands including ikea, uber, klarna and tiktok. a brand-new case study on strava runs throughout the book to help you apply what you’ve learnt to real-world scenarios. ‘ethical insight’ boxes provide a reflective and challenging look at social issues and the negative side of marketing. ‘digital tool’ boxes introduce professional tools, such as ‘spot the troll’, hootsuite and padlet. the ‘smartphone sixty seconds’ feature provides super-quick online activities using needing only your phone. includes a new ‘journal of note’ feature in each chapter, to direct you to a key source of further reading. worked digital marketing plan. complimented by online resources, including powerpoint slides, and instructor’s manual, quizzes, recommended video links and free sage journal articles. suitable for digital and e-marketing courses at all levels, as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.
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zusammenfassung: this book argues that digital marketing should benefit from emerging technologies to result in sustainable competitive values for businesses in both the digital and physical worlds. it not only explores digital marketing fundamentals, analysis, strategy, practices, and implementation but also explains the applications and relationships of marketing technologies (martechs) with digital marketing; as well as offers several real cases of practicing marketing technologies. it carefully describes how modern businesses offer their value propositions both digitally and physically applying emerging technologies specifically marketing technologies (martechs) and how consumers are using these new technologies particularly artificial intelligence (chatgpt/ openai). it investigates why consumers are so intrigued and interested in digital relationships, interaction, and shopping experiences. it critically examines and argues that digital marketing has become popular among businesses as they are attempting to serve their customers better by taking advantage of using digital marketing technologies (marketchs)
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digital marketing fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. the academic theory behind digital marketing, as well as techniques and media, is 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: 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 management. the application of social media and mobile communications is seamlessly integrated into the topics. digital marketing fundamentals is suitable for commercial and management courses in higher education, including universities and business schools, and for professionals working in digital marketing. to request access to the book's online resources, please click here: http://www.digitalmarketing.noordhoff.nl for faqs: https://www.basisboek-onlinemarketing.nl/faq-lecturers.html
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