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.
Rezensionen / Stimmen
'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.' Felix-Fernando Munoz, Universidad Autonoma de Madrid, Spain
Sprache
Verlagsort
Editions-Typ
Produkt-Hinweis
Illustrationen
Worked examples or Exercises
Maße
Höhe: 241 mm
Breite: 168 mm
Dicke: 18 mm
Gewicht
ISBN-13
978-1-009-20437-8 (9781009204378)
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
Andrew Corcoran is Associate Professor in Marketing at the Nottingham University Business School where he leads institutional initiatives to enhance educational practices and the student experience. He has won teaching awards at Aston University, the University of Warwick and the University of Nottingham.
Autor*in
Nottingham University Business School
Contents; 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.
