Advanced introduction to digital marketing
Dholakia, Utpal
Advanced introduction to digital marketing - Cheltenham Edward Elgar Publishing Limited 2022 - x, 169 p. - Elgar Advanced Introductions series .
Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world’s leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas.
The Advanced Introduction to Digital Marketing identifies the core concepts of research on digital marketing and provides theoretical frameworks and empirical findings. Topics such as digital product evolution, marketing strategy, and research on place, price, and promotion are thoroughly reviewed alongside controversial areas such as the harmful effects of technology on consumers. It also suggests research opportunities for those wishing to explore a particular area in greater depth.
Key Features:
• Builds upon influential articles to advance knowledge
• Provides a state-of-the-art review for each area of digital marketing
• Showcases an original Customer-Centric Digital Marketing Framework to effectively organise digital marketing research
This Advanced Introduction will be a crucial read for scholars and researchers of marketing and those working with brand marketing, customer experience, and social media.
(https://www.e-elgar.com/shop/gbp/advanced-introduction-to-digital-marketing-9781803921075.html)
9781803921075
Marketing
Digital--Marketing
Social media
658.872 / DHO
Advanced introduction to digital marketing - Cheltenham Edward Elgar Publishing Limited 2022 - x, 169 p. - Elgar Advanced Introductions series .
Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world’s leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas.
The Advanced Introduction to Digital Marketing identifies the core concepts of research on digital marketing and provides theoretical frameworks and empirical findings. Topics such as digital product evolution, marketing strategy, and research on place, price, and promotion are thoroughly reviewed alongside controversial areas such as the harmful effects of technology on consumers. It also suggests research opportunities for those wishing to explore a particular area in greater depth.
Key Features:
• Builds upon influential articles to advance knowledge
• Provides a state-of-the-art review for each area of digital marketing
• Showcases an original Customer-Centric Digital Marketing Framework to effectively organise digital marketing research
This Advanced Introduction will be a crucial read for scholars and researchers of marketing and those working with brand marketing, customer experience, and social media.
(https://www.e-elgar.com/shop/gbp/advanced-introduction-to-digital-marketing-9781803921075.html)
9781803921075
Marketing
Digital--Marketing
Social media
658.872 / DHO