E-Book - Introduction to Online Marketing
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Description
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Instructions
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Description
- Covers the entire online marketing process; - written by more than twenty leading experts; - the most widely used book on online marketing in higher professional education! *Basic Textbook on Online Marketing* is the definitive reference work for the field of online marketing. The book introduces students to the theory behind online marketing, as well as the techniques and media involved. In short, the entire marketing process! The book begins with the core process model and then highlights the strategic aspects of online marketing. It devotes considerable attention to online consumer behavior. It then covers all relevant aspects of websites: designing effective sites, the website as a distribution or communication channel, and the website as part of the product. This new, fourth edition devotes extra attention to technologies such as Artificial Intelligence and Natural Language Processing. In addition, the book emphasizes even more systematically the need to quantify objectives and to continuously measure the return on digital marketing activities. Recent research findings, techniques, sources, and examples are incorporated throughout the book. The two basic models that recur in nearly every chapter—the online marketing funnel and the BAIA model for online marketing communication—are briefly discussed in Chapter 1 of this edition. *Basic Textbook on Online Marketing* is used by more than three-quarters of students in business programs such as Business Economics, Communication, Small Business & Retail Management, and NIMA programs. The book can be used starting in the introductory phase. In the supporting online environment, students will find, among other things, test questions, knowledge clips, and a terminology trainer. For instructors, there are assignments, case studies, PowerPoint presentations with figures and tables, as well as answers and solutions. With this book, instructors can create their own tests using www.toetsopmaat.nl (https://toetsopmaat.nl/). This test bank contains all the questions from the practice tests for students, as well as a set of unique questions for instructors—ideal for a final exam! Tests can be exported to various formats.
More Information
| Media | e-book |
|---|---|
| Language | Dutch |
| Subtitle | From Strategy to Conversion |
| Author(s) | Marjolein Visser |
| Publishing House | Noordhoff |
| Year of Publication | 2021 |
| Bestandsformaat | pdf |
| Available for: | Employee, Student |
| Cooling-off period | This product is available exclusively in digital format. When placing your order, we ask you to explicitly consent to immediate delivery. Once delivery has begun, your statutory right of withdrawal expires. You can no longer cancel the order after that (Article 6:230p of the Dutch Civil Code). |
Instructions
You can start using your e-book by following these steps:
1 Order your e-book from SURFspot. You will then receive an email from Managementboek containing the link to the e-book.
2 Click the link. You’ll be asked if you’re the intended reader of this book. Click “Yes.”
3 Click “Download Your E-book” to download the e-book.
4 Unzip the .zip file and open the e-book with your e-reader.
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