Introducing Digital Marketing Fundamentals: The Definitive Guide to Marketing in the Digital Age

Marketing has undergone a remarkable transformation in recent years, emerging as a primarily digital process. In recognition of this shift, we proudly present Digital Marketing Fundamentals, the first comprehensive textbook that thoroughly analyzes marketing through a digital lens. As the field continues to evolve at an unprecedented pace, our second edition is fully updated to cover the latest developments in both theory and practice, incorporating a wealth of international examples and cases.

A Deep Dive into Digital Marketing

What sets Digital Marketing Fundamentals apart is its holistic approach to digital marketing, covering the entire marketing process from start to finish. With contributions from over 20 online marketing specialists, this book delves into the scientific theory behind digital marketing, as well as the techniques and media at its disposal. From strategic aspects and market research to product development, branding, customer acquisition, and beyond, we leave no stone unturned.

A Book that Speaks to both Students and Practitioners

Since its original publication as the Dutch standard issue Basisboek Online Marketing, this book has become a staple for commercial and management courses in higher education. Its easy-to-read style and integration of international examples and case studies make it equally valuable for marketing professionals seeking to enhance their digital skills.

Updated for the Digital Age

In this revised second edition, we have taken great care to incorporate the latest industry insights and emerging technologies. From Artificial Intelligence (AI) and Natural Language Processing (NLP) to the increasing opportunities they offer marketers, we explore the cutting-edge techniques and strategies that drive success in the digital realm. We also emphasize the need for quantifiable objectives and systematic measurement of return on investment, providing marketers with a solid foundation for their digital marketing activities.

Comprehensive Online Resources

To complement the book's content, we offer a corresponding website that includes test questions, flashcards, PowerPoint presentations, and answer keys for teachers. Additionally, our partnership with www.toetsopmaat.nl allows educators to create custom exams tailored to their curriculum. These resources make learning and teaching digital marketing more engaging and efficient.

About the Authors

Marjolein Visser RM, the managing consultant of MarketWise and founder of TourWise, brings her extensive experience in providing digital marketing solutions for tourism and recreation. Berend Sikkenga SMP, with nearly two decades of experience in digital management, shares his expertise gained from both agency and corporate perspectives. Mike Berry FCIM, F IDM, a renowned digital marketing consultant, trainer, and academic, draws on his vast industry experience and academic achievements to provide invaluable insights.

Join us on a journey to master the art of digital marketing with Digital Marketing Fundamentals, the ultimate guide for professionals and students alike.