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Über dieses Produkt
Product Identifiers
PublisherCambridge University Press
ISBN-101009204378
ISBN-139781009204378
eBay Product ID (ePID)16058360406
Product Key Features
Book TitleIntegrated Digital Marketing in Practice
Number of Pages400 Pages
LanguageEnglish
TopicMarketing / General, Commerce
Publication Year2023
IllustratorYes
GenreBusiness & Economics
AuthorAndrew Corcoran
FormatTrade Paperback
Dimensions
Item Height0.7 in
Item Length9.6 in
Item Width6.6 in
Additional Product Features
LCCN2022-056945
Dewey Edition23
Reviews'In this book, Professor Andrew Corcoran deploys all his knowledge and professional expertise in the field to analyse the transformative impact of new digital technologies on Marketing. Digital transformations affect not only business models and common business practices, but also impact the strategy, creativity, innovation processes, customers' behaviour, and the ways customers and firms interact. The book's format allows a vivid description of the panoply of different issues linked to digitalisation and new marketing trends. Especially interesting and instructive is the section 'End of chapter case' which applies the findings of each chapter to real situations. Integrated Digital Marketing in Practice is an invaluable guide to understanding all the challenges and opportunities opened by the profound transformations of the digital age. Indeed, an obligatory reference book.' Félix-Fernando Muñoz, Universidad Autónoma de Madrid, Spain
Dewey Decimal658.872
Table Of ContentContents; 1. Origins: definition, drivers, and impact; 2. Insights: big data and analytics; 3. The big picture: strategy, innovation and value; 4. The digital customer: attitudes and behaviours; 5. Digital relationships and the customer experience; 6. Digital marketing networks and partnerships; 7. Promotion in a complex online environment; 8. Digitally-enabled creativity and innovation; 9. Emerging challenges and opportunities; 10. Working in digital marketing.
SynopsisA comprehensive guide to the transformative effect of digital technologies on all of the key practices of marketing, considering a broad range of organization types, sizes and markets, with a wide range of learning features and instructor resources., Integrated Digital Marketing in Practice is a comprehensive guide to the transformative effect of digital technologies on all of the key practices of marketing. Considering a broad range of organization types, sizes and markets, this book provides an all-encompassing view of how digital technologies help marketers understand, anticipate and deliver on customer needs as efficiently and effectively as possible. Students will benefit from the clear structure and rich learning features, including case studies, key concepts in brief, digital and research insight boxes, review questions and skills development boxes. Instructor resources include model answers to practice exam questions, teaching slides, group discussion ideas, and practice activities.
LC Classification NumberHF5415.1265C677 2023
