Developing Digital Marketing

Chapter 1. The development and current trends of Digital Marketing and Relationship Perspectives in marketing research; Dung Le, Tuyet-Mai Nguyen, Sara Quach, Park Thaichon, and Vanessa RattenChapter 2. Abandonment Issues: Why Consumers Abandon Online Shopping Carts; Pemika Rochanapon, Michelle Stankovic, Matthew Barbera, Billy Sung, and Sean Lee
Chapter 3. Digital Marketing and social entrepreneurship in Vietnam; Ngoc Le and Vanessa Ratten
Chapter 4. Digital marketing and geopolitical uncertainty in banking portfolio management: Evidence for China Commercial Banks; Lazaros Ntasis, Christos E. Kountzakis, Konstantinos Koronios, Panagiotis E. Dimitropoulos, and Vanessa Ratten
Chapter 5. Digital sport marketing; Vanessa Ratten and Ashleigh-Jane Thompson
Chapter 6. Entrepreneurship education and digital marketing: What does the future hold?; Vanessa Ratten and Sumayya Rashid
Chapter 7. Are we already living with Skynet? Anthropomorphic artificial intelligence to enhance customer experience; Rakibul Hasan, Park Thaichon, and Scott Weaven
Chapter 8. Blurring the line between physical and digital environment: the impact of artificial intelligence on customers' relationship and customer experience; Rakibul Hasan, Scott Weaven, and Park Thaichon
Chapter 9. An Analysis of Subliminal Static Images and Words Using Eye Tracking Techniques; Anish Babu Zacharia and Nicolas Hamelin
Chapter 10. Igniting the flame with electronic word-of-mouth in digital marketing; Yi Bu, Park Thaichon, and Joy Parkinson
Chapter 11. The current trends and future direction of Digital Marketing and Relationship Perspectives in business practice; Tuyet-Mai Nguyen, Dung Le, Sara Quach, Park Thaichon, and Vanessa Ratten