Advanced introduction to digital marketing

By:

Dholakia, Utpal

Material type: Text

TextSeries: Elgar Advanced Introductions seriesPublication details: Edward Elgar Publishing Limited Cheltenham 2022Description: x, 169 pISBN:

9781803921075

Subject(s):

DDC classification:

658.872 DHO

Summary: 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)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.872 DHO (Browse shelf(Opens below))	1	Available		006045

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)

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