Internet Marketing and Big Data Exploitation

2015. Auflage 2015
ISBN: 978-1-137-48894-7
Verlag: Palgrave MacMillan UK

Buch, Englisch, 287 Seiten, Format (B × H): 140 mm x 216 mm, Gewicht: 4777 g

Understanding new strategic approaches is provided by examining how the online world is being exploited by organisations in sectors of a modern economy such retailing, healthcare and the public sector in terms of creating new forms of competitive advantage as a consequence of the advent of mobile technology and online social networks.

Zielgruppe

Research

Autoren/Hrsg.

Chaston, I.

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Forschung & Entwicklung (F&E), Innovation
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

1. The Online World 2. Big Data and Analytics 3. Opportunities 4. Technology 5. Capabilities 6. i-Strategy 7. Marketing Mix 8. Websites 9. Social Media 10. Blog, Tweets and Apps 11. Online Retailing 12. Online Service Firms 13. Public Sector Online 14. Online Governance 15. Future Innovation Opportunities

Über Autor(innen)

Prior to entering academia, Professor Ian Chaston worked in advertising and brand management. Having joined Plymouth University's Business School, UK, he was involved in researching the provision of Government-funded training programmes for entrepreneurial businesses in both the UK and overseas. As an Adjunct Professor at the University of Auckland, his research interests include entrepreneurship, marketing and public sector management.