Encouraging participative consumerism through evolutionary digital marketing : emerging research and opportunity / Hans Ruediger Kaufmann, University of Nicosia, Cyprus, Agapi Manarioti, The Brand Love, Cyprus.

Format:

Book

Author/Creator:

Kaufmann, Hans Ruediger, 1958- author.

Manarioti, Agapi, 1979- author.

Series:

Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.

Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series, 2327-5529

Language:

English

Subjects (All):

Internet marketing.

Consumer behavior.

Physical Description:

1 online resource (ix, 222 pages) : illustrations (some color).

Place of Publication:

Hershey, PA : Business Science Reference, [2017]

System Details:

Mode of access: World Wide Web.

Summary:

"This book focuses on participative consumerism through evolutionary digital marketing. It covers topics such as e-marketing, technology and the internet as a market tool, consumer engagement on social media platforms, the role of content management in online market, integrated online-offline marketing design, multi-channel marketing, dig data, and other topics"-- Provided by publisher.

Contents:

chapter 1. E-marketing in a digitalized world

chapter 2. Technological background knowledge to use the internet as a marketing tool

chapter 3. Consumers and communities

chapter 4. Consumer engagement in social media platforms

chapter 5. Content is king : the role of content management in online marketing

chapter 6. Towards an integrated online-offline marketing design : integrating knowledge management, multi-channel marketing, big data, and customer analytics.

Notes:

Description based on print version record.

Includes bibliographical references (pages 200-219) and index.

ISBN:

9781683180173

OCLC:

988029162