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The field of online marketing has made significant progress. Brands build communities on social media, content and advertising are integrated, and data from zero- to first-party guide every step of the customer journey. Artificial intelligence (AI) is now indispensable for every marketer.
Content and structure
This edition offers a current and practical introduction to online marketing. The book is structured into five parts that cover the most important components. Each chapter contains examples, cases, and visual materials for clarification. Themes such as customer journey, strategy, display advertising, affiliate marketing, mobile marketing, and conversion optimization are covered extensively. Students are supported in translating knowledge into a concrete action plan.
Key innovations
- Current examples from Dutch, Belgian, and international practice.
- Full integration of artificial intelligence (AI) into relevant sections such as strategy, content, and analysis.
- More attention to data-driven work, privacy, first-party data, platform developments, and changing consumer behavior.
- Updated models, tools, and measurement methods for directly applicable insights.
Target audience and language use
The book is written in Dutch and suitable for secondary and higher education, professionals, and self-study. The language level is practical and accessible, aimed at users who need a structured, applicable knowledge base in online marketing.
Intertaal is your reliable supplier and guarantees fast delivery of this valuable learning tool.
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