Wim van der Mark • Paperback (ENG)



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The Dutch edition of was received with much enthusiasm by both students and lecturers when it was first published. However, with marketing trends and technologies evolving at ever greater speeds, an updated and expanded English edition of will appear in 2012, which includes additional chapters on mobile marketing and social media. A successful marketer must be equally adept at applying conventional and contemporary marketing tools and technologies. To survive in today’s market place, it is imperative for the marketer to utilize a multi-channel and cross-media approach to engage the target audience to ensure the best result possible. In this fast-moving, information-rich society, the (direct) marketer must develop a communications strategy that allows him or her to use the various communication platforms in an effective and efficient way. teaches students how to address specific audiences by using communication modes such as PR, direct mail, e-mail, websites, newsletters and search engines.

In addition to a theoretical analysis, each chapter offers examples from contemporary business practice as well as cases and a range of exercises, which are more fully explored on the accompanying website Further tools, videos and additional practical exercises may be found on this site.

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Auteur(s)Wim van der Mark
UitgeverijNoordhoff Uitgevers
Vertaler(s)Jan Naeije
UitvoeringPaperback (ENG)
Aantal pagina's141
Afmetingen241 x 171 x 9 mm.
Gewicht263 gr.

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