Contemporary issues in digital marketing
"This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers: Big Data, Artificial Intelligence and Analytics in Digital Marketing ; Emergin...
| Otros Autores: | , |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
London ; New York :
Taylor & Francis
2022
[2022] |
| Edición: | 1st ed |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009674736706719 |
Tabla de Contenidos:
- Cover Page
- Half Title Page
- Title Page
- Copyright Page
- Contents Page
- List of contributors Page
- 1 Introduction
- Section 1 Data analytics and measurement
- 2 Understanding Big Data and its application in the digital marketing landscape
- 3 Data-driven marketing processes: boundaries and how to overcome them
- 4 The planning and implementation process of Programmatic Advertising campaigns in emerging markets
- Section 2 Digital transformation and innovations in marketing
- 5 The antecedents and outcomes of online consumer brand experience
- 6 User experience of an e-commerce website: a case study
- 7 AI-based voice assistants for digital marketing: preparing for voice marketing and commerce
- Section 3 Customer experience and servicescapes
- 8 The role of social capital in digitalised retail servicescape
- 9 From places to platforms: examining the transformation of servicescapes
- 10 Social media and consumer power: opportunities and challenges for digital marketing activities
- Section 4 Ethics and privacy in digital marketing
- 11 The importance of online retailers' ethics for traditional, online and multichannel customers
- 12 Data obstacles and privacy concerns in artificial intelligence initiatives
- 13 GDPR guidelines for academic research in marketing
- 14 'Interesting but scary': customers' perceived value of MyData
- Section 5 The future for digital marketing communications and conclusions
- 15 Future look: communicating with customers using digital channels
- 16 Conclusions
- Index.
