Buch, Englisch, 592 Seiten, Format (B × H): 179 mm x 249 mm, Gewicht: 1194 g
Buch, Englisch, 592 Seiten, Format (B × H): 179 mm x 249 mm, Gewicht: 1194 g
ISBN: 978-1-5297-4379-1
Verlag: Sage Publications Ltd
Part 1: Foundations of Digital Marketing
Part 2: Methodologies and Theories in Digital Marketing
Part 3: Channels and Platforms in Digital Marketing
Part 4: Tools, Tactics and Techniques in Digital Marketing
Part 5: Management and Metrics in Digital Marketing
Part 6: Ethical Issues in Digital Marketing
Autoren/Hrsg.
Weitere Infos & Material
Part 1: Foundations of Digital Marketing
Chapter 1: Introduction to Digital Marketing - Annmarie Hanlon & Tracy L. Tuten
Chapter 2: Customer Journey as Participatory Service Ecosystem - Julia Wolny
Chapter 3: Experiential Marketing in a Digital Era - Ann Torres & Áine Doherty
Chapter 4: Marketing Automation: A Design Perspective - Declan Scully
Chapter 5: Big Data Marketing: Context and Affordances - Leon Michael Caesarius & Jukka Hohenthal
Part 2: Methodologies and Theories in Digital Marketing
Chapter 6: Origins and Development of Online Communities and their Role in Marketing Research - Daiane Scaraboto & Marcia Christina Ferreira
Chapter 7: The Technology Acceptance Model: Antecedents and Consequences - Vasilis Theoharakis & Nikos Mylonopoulus
Chapter 8: The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing - Paolo Franco
Chapter 9: The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours - Hongfei Liu, Ahmed Shaalan, & Chanaka Jayawardhena
Chapter 10: Qualitative Insights for Digital Marketing - Marcia Christina Ferreira & Daiane Scaraboto
Part 3: Channels and Platforms in Digital Marketing
Chapter 11: Reinventing E-mail Marketing through a Personalisation Strategy - Alanah Malkani
Chapter 12: Price Comparison Websites - Desmond Laffey
Chapter 13: Ecommerce Purposes and Types from the Perspective of Transaction Cost Economics - Aras Alkis
Chapter 14: The Relationship between Ecommerce and Social Commerce: Subest, Evolution or New Paradigm? - Bairbre Brennan
Chapter 15: The Role of Mobile Technologies in Digital Marketing and Sales - Lara Stocchi
Chapter 16: The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality - Sereikhuoch Eng
Part 4: Tools, Tactics and Techniques in Digital Marketing
Chapter 17: Creative Crowdsourcing: A Marketing Strategy for Innovative Companies - Nadia Steils & Salwa Hanine
Chapter 18: Digital Content Marketing - Inna Piven
Chapter 19: Programmatic Advertising - Ramaprasad M. Unni
Chapter 20: The Role of Push Notifications - Diana Gavilan
Chapter 21: The Chatbot Revolution: Companies and Consumers in a New Digital Age - Ahmed Shaalan, Marwa E. Tourky, & Khaled Ibrahim
Chapter 22: Voice Marketing - Alice Zoghaib
Part 5: Management and Metrics in Digital Marketing
Chapter 23: How Organizations Measure, Manage and Monitor Digital Marketing - Jeremy Harris Lipschultz
Chapter 24: Key Factors in Online Community Management - David W. Peck
Chapter 25: Love, Hate and Everything in Between: Online Complainants' Emotions during Service Recovery Episodes - Wolfgang Weitzl
Chapter 26: Digital Advertising: Measurement, Metrics and Future Research Agenda - Sarah Turnbull
Part 6: Ethical Issues in Digital Marketing
Chapter 27: Research Ethics in Digital and Social Media Marketing Research - Sarah Quinton & Nina Reynolds
Chapter 28: Managing the Message, from Fake News to Filter Bubbles - David Lynn Painter & Raghabendra Pratap KC
Chapter 29: Brandjacking in Paid Search: An unresolved problem - Peter O'Connor
Chapter 30: Talk to Me - The Rise of Voice Assistants and Smart Speakers: A Balance between Efficiency and Privacy - Sven Tuzovic
Chapter 31: Privacy Regulation in the Age of Artificial Intelligence - Christelle Aubert-Hassouni & Julien Cloarec