Contemporary Issues in Digital Marketing : New Paradigms, Perspectives, and Practices.

Format:

Book

Author/Creator:

Branch, John.

Contributor:

Collins, Marcus.

Sotnick-Yogev, Eldad.

Language:

English

Subjects (All):

Internet marketing.

Consumer behavior.

Physical Description:

1 online resource (220 pages)

Place of Publication:

Chicago : Libri Publishing, 2018.

Summary:

We live in the digital age. There are more than 3 billion people connected to the internet. For every 100 people on the planet, there are 96 mobile telephone subscriptions. And more and more of our everyday objects--cuddly toys, cars, even kettles--have created an "internet of things." Marketers, in particular, hope that so-called digital marketing will allow them to gain new customer insights, refine customer segmentation, and communicate to customers more efficiently and effectively. They anticipate that the digital age will offer possibilities for new product innovation, advanced methods for engaging customers and original vehicles for creating brand communities. Despite the pervasiveness of digital technologies, however, digital marketing is seemingly still in its infancy. Contributions from both academics and practitioners who are experts in the field explore the realities of digital marketing.

Contents:

Contemporary Issues in Digital Marketing: New Paradigms, Perspectives and Practices

John Branch, Marcus Collins and Eldad Sotnick-Yogev

Imprint

Contents

Figures

Tables

Chapter 1: New Paradigms, Perspectives and Practices

Chapter 2: Systems Marketing

Laura Sawyer

Chapter 3: And She Told Two Friends – The Power of the Network in Digital Marketing

Marcus Collins and John Branch

Chapter 4: Location, Location, Location – The Influence of the Digital Marketing Context

Chapter 5: Marketing as a Service

Jon Bond

Chapter 6: Digital Marketing in Emerging Markets

Thamer Ahmad Baazeem

Chapter 7: The Seven Stages of the Digital Marketing Cycle

Tom van Laer and Ian Lurie

Chapter 8: Building Communities of Influence

Andrew Zarick

Chapter 9: Dimensions of Voice in Social Media

Stephanie Leishman, Frédéric Brunel and Barbara Bickart

Chapter 10: The Shared Brand

David Fossas

Chapter 11: Designing Organisations for Holistic Digital Success

Shalonda L. Hunter

Chapter 12: Social Utility – Useful Services, Applications and Content as Digital Marketing

Chapter 13: Ideological Capital, Networks and Social-media Strategies Generated by AI.

Notes:

Description based on publisher supplied metadata and other sources.

Part of the metadata in this record was created by AI, based on the text of the resource.

ISBN:

9781911450313

191145031X