Digital Marketing Fundamentals

Marketing is now fundamentally a digital process, and this textbook was the first to comprehensively analyse marketing through a digital lens. As the field is evolving rapidly, this edition is fully updated to cover the latest developments in theory and practice, incorporating many international examples and cases. The field is covered comprehensively, including expert insights into strategy, market research, product development, branding, and the customer journey. The book also discusses the role and importance of artificial intelligence, digital analytics, and social media while retaining the central focus on the crucial importance of return on investment. With contributions from over twenty digital marketing experts, Digital Marketing Fundamentals is essential reading for students and reflective marketing practitioners. Support material is available at: http://www. digitalmarketing. noordhoff. nl/