How can marketers adapt to and use emerging technologies in their marketing strategies? In this textbook, key technologies and innovations are explored to help students understand and develop impactful and innovative marketing strategies and campaigns.
In today's world where digital platforms and technological advancements are at the forefront, marketers should not only understand these tools but also apply them to create engaging, innovative strategies. Using the comprehensive approach in Marketing Technology, upper-level undergraduate and postgraduate students will be well-equipped to apply the knowledge and skills in developing innovative marketing strategies.
Features include:
- Chapters covering the entire spectrum of modern marketing, from the integration of AI and machine learning to the use of blockchain for transparency and trust in marketing.
- Guidance on how to create immersive customer experiences using AR and VR, optimize campaigns with IoT data, and enhance engagement through voice search, smart speakers and devices.
- Exploration of the latest trends and tools, including programmatic advertising, marketing automation, and neuromarketing.
- Examination of the ethical considerations of using these technologies, ensuring that readers can navigate the complexities of modern marketing responsibly.
- Online resources of lecturer slides, practical tasks and downloadable templates.
Sprache
Verlagsort
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
Produkt-Hinweis
Maße
Höhe: 234 mm
Breite: 156 mm
ISBN-13
978-1-3986-2527-3 (9781398625273)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Dr Ediz Edip Akcay is a Senior Lecturer in Digital Marketing and BSc (Hons) Marketing Programme Leader at the Business School, Bournemouth University, UK. He has published work in publications including Journal of Customer Behaviour and Qualitative Market Research, across subject areas of digital advertising, cause-related marketing, user experience in mobile apps and branding.
Chapter - 00: Introduction - How emerging technologies influence marketing;
Section - ONE: Foundations of marketing technologies;
Chapter - 01: The history of marketing and technology relationship;
Chapter - 02: The impact of technology on marketing functions;
Section - TWO: Data-driven marketing;
Chapter - 03: Artificial Intelligence in marketing;
Chapter - 04: Data analytics and Big Data;
Chapter - 05: Machine learning applications;
Chapter - 06: Blockchain and marketing;
Section - THREE: Connected and interactive marketing;
Chapter - 07: Internet of Things in marketing;
Chapter - 08: Voice search, smart speakers and devices;
Chapter - 09: Augmented reality and virtual reality;
Section - FOUR: Social Media and automated marketing;
Chapter - 10: Social media and influencer marketing;
Chapter - 11: Programmatic advertising;
Chapter - 12: Marketing automation;
Section - FIVE: Neuromarketing and future trends;
Chapter - 13: Neuromarketing and biometrics;
Chapter - 14: Future trends and innovations;
Chapter - 15: Conclusion
