Digital marketing fundamentals: from strategy to ROI / Marjolein Visser, Berend Sikkenga and Mike Berry

Marjolein Visser RM is an advisor and intern manager who helps to improve the marketing efficiency of service providing organisations and to develop innovative new business models. She 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. Amongst other companies, Visser worked in (interim) marketing and executive positions for De Hypothekers Associate, Achmea, Youri Group, Delta Lloyd, AEGON, SNS Bank, Randstad and various healthcare organisations, charities and other non-profit organisations. She has written six books and dozens of articles on various topic related to marketing. Ever since she took her first internet course in the Netherlands in 1994, she has been fascinated by the many possibilities that digitisation has to offer.
Berend Sikkenga SMP is a passionate digital manager with almost twenty years of experience from both an agency perspective and a corporate perspective. As head of ecommerce at LEGO, he is currently responsible for ecommerce and omnichannel in the Benelux. He also provides training and guest lectures and has been a contributing author in the Marketingfacts yearbook for several years. Sikkenga started his career at internet consultancy firm Red Hot Minute (formerly Booleanpark) and subsequently led marketing management, sales management and service management at Essent and Ziggo in a variety of roles.
Mike Berry FCIM, F DIM started his career at Procter & Gamble. He then went agency-side with roles at EHS Brann (Havas Helia), Wunderman (Y&R), Bozell/FCB (Senior VP) and Head of Digital for EMEA at Jack Morton (Interpublic). Today he's Digital Marketing consultant, trainer and academic (Professor of Practice at Hult International Business School, Course Leader at Imperial College London and Visiting Lecturer at Cranfield University). He is the author/co-author of 4 books including The Best of Global Digital Marketing Storybook 1 and 2 (with Hando Sinisalu). Mike is a Fellow of the CIM (Course Director) and of the IDM (Course Tutor on PG and Professional Diplomas).

includes bibliographic references and index.

Preface. 1. Digital Marketing. 2. Strategy and Business Models. 3. Market Sensing. 4. Product Realisation. 5. Customer Acquisition: digital branding. 6. Customer Acquisition: recruiting visitors through owned and earned channels. 7. Customer Acquisition: recruiting visitors through paid channels. *. Customer Acquisition: sales and pricing. 9. Order processing. 10. Customer relationship management. 11. Designing effective websites. 12. Digital analytics. 13. Planning and organisation. References. Illudtrations. Index. About the Authors.

Digital marketing that covered the whole marketing process and its principles. This book provides many helpful examples on how to approach digital marketing in "real-world" practice. It gives an up-to-date theoretical framework that is directly linked to methods and instruments proven very useful.

600-699