Title:
The SAGE handbook of digital marketing
Author:
Hanlon, Annmarie, editor.
ISBN:
9781529743791
Physical Description:
xxii, 570 pages : illustrations ; 25 cm
Contents:
Introduction to Digital Marketing/ Customer Journey as Participatory Service Ecosystem/ Experiential Marketing in a Digital Era/ Marketing Automation: A Design Perspective/ Big Data Marketing: Context and Affordances
Origins and Development of Online Communities and Their Role in Marketing Research/ The Technology Acceptance Model (TAM): Antecedents and Consequences/ The Consumer Culture Theory (CTC) Research Tradition and Digital Marketing/ The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours/ Qualitative Insights for Digital Marketing
Reinventing Email Marketing through a Personalisation Strategy/ Price Comparison Website/ e-Commerce Purposes and Types from the Perspective of Transaction Cost Economics/ The Relationship between e-Commerce and Social Commerce: Subset, Evolution or New Paradigm?/ The Role of Mobile Technologies in Digital Marketing and Sales/ The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality
Createive Crowdsourcing: A Marketing Strategy for Innovative Companies/ Digital Content Marketing/ Programmatic Advertising/ The Role of Push Notifications/ The Chatbot Revolution: Companies and Consumers in a New Digital Age/ Voice Marketing
How Organizations Measure, Manage and Monitor Digital Marketing/ Key Factors in Online Community Management/ Love, Hate and Everything in between: Online Complainants' Emotions during Service Recovery Episodes/ Digital Advertising: Measurement, Metrics and Future Research Agenda
Research Ethics in Digital and Social Media Marketing Research/ Managing the Message, from Fake News to Filter Bubbles/ Brandjacking in Paid Search: An Unresolved Problems/ Talk to Me - The Rise of Voice Assistants and Smart Speakers: A Balance between Efficiency and Privacy/ Privacy Regulation in the Age of Artificial Intelligence
Abstract:
"Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing."--Publisher website.
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