This textbook balances the theory of digital marketing with the practical skills for prospective marketers in professional organizations, both public and private. It begins with an introduction to the digital landscape following the structure of market segmentation, B2C, B2B applications, as a starting point, of digital marketing. It then takes the readers through the customer journey, use of social media, and the rising importance of video-based communication. Given this background, students will learn the organization, technical skills and project management needed for digital marketing, including online public relations, communications, and internet branding. An extensive summary of strategies necessary to work with digital marketing in a longer perspective is also provided.

Autorentext

Klaus Solberg Söilen is a Professor of Management at Halmstad University, Sweden. He has taught management-related courses for more than twenty-five years and has been a consultant for even longer. Before entering academia, he worked at several multinational companies, including KPMG Oslo. He has more than a hundred publications to his name and was the editor-in-chief of the Journal of Intelligence Studies in Business (JISIB) for 12 years, until 2024. He has also published scholarly and practice-based books, including "Exhibit Marketing and Trade Show Intelligence" (Springer, 2013).