• 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 acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning and organisation. The application of social media and mobile communication is seamlessly integrated into the topics.

Digital Marketing continues to evolve and the pace of change is increasing. For this second edition the book has been revised completely and many new examples and case studies have been added. Emerging technologies such as Artificial Intelligence (AI) and Natural Language Processing (NLP) and the opportunities they increasingly offer to marketers are featured. We focus on the need to quantify objectives and to systematically measure the return on investment in Digital Marketing activities. Recent research outcomes, techniques, sources and examples have been incorporated throughout the book. Two essential models are introduced in Chapter 1 and run through the whole book: the Digital Marketing funnel and the RAIA model for Digital Marketing communication.

Digital Marketing Fundamentals is very suitable for commercial and management courses in higher education.

The corresponding website provides test questions and definition Flash Cards for students. Teachers have online access to PowerPoint presentations and answers.