Digital Marketing Fundamentals : From Strategy to ROI (Hardcover, 3 ed)

1. Digital Marketing (Case: Digital Marketing at Marriott)? 2. Digital Transformation, Strategy and Business Models (Case: IKEA's Digital Transformation)? 3. Online Customer Behaviour (Case: The Online Behaviour of Treehugger's Youngest Target Group)? 4. Understanding the Customer (Case: E-sey Rider? Harley-Davidson LiveWire)? 5. Strengthening the Brand (Case: Digital Brand Communications at Patagonia)? 6. Digital Marketing in the Inspiration Phase (Case: Tiffany Inspires Once-in-a-Lifetime Jewellery Purchases)? 7. Digital Marketing in the Research Phase (Case: Raleigh Optimises Findability)? 8. Digital Marketing in the Evaluation and Selection Phases (Case: The Smart Online Sales Strategies of ASOS)? 9. Facilitating Online Purchases (Case: The Growth Plan of La Roche-Posay Have Consequences for Distribution and Service)? 10. Setting Up Digital/Automated Services (Case: FrieslandCampina Professional Optimises the Customer Journey for Pizza Chefs)? 11. Digital Marketing Throughout the Use Cycle (Case: Fashion Brand Diane von Furstenberg Makes Customers Feel Special)? 12. Designing Effective Websites and Apps (Case: An International Marketing Award for the Anne Frank Foundation)? 13. Digital Analytics, Testing and Experimentation (Case: Digital Analytics in Practice at Van der Valk Hotels)? 14. Digital Marketing Planning and Organisation (Case: Online Supermarket Ocado Delivers for its Customers)