Digital Marketing
Analyzing its Transversal Impact
1st Edition
Published on 12. July 2024
Book
Hardback
294 pages
978-1-032-47173-0 (ISBN)
Description
Digital marketing is not a new concept, it is not a trend, and it is not a fad either. Digital marketing has existed for over twenty years and is currently applied in all areas and marketing activities. For this reason, it is necessary to know the changes it has brought about, both in the theoretical framework, so that it can be taught, and from an empirical perspective, so that it can be applied in real contexts. The changes have been profound and far-reaching.
This work addresses this theme, aiming to analyse the transversal impact of the digital in the different marketing sectors, describing the profound changes that the digital has provoked in the main marketing activities and their sectors, also referring to the current practices in use in each included topic. It begins by looking at the classic marketing topics, opening with an analysis of the impact that digital has had and is having on the marketing strategy of organisations, moving on to the study of consumer behaviour in an era of continuous use of electronic devices. This is followed by a new topic which is marketing research and data analysis, in a context where managers now have, more data, information and knowledge about the organisation, competitors, consumers and the wider environment than ever before. Marketing themes were also identified that have been significantly changed with digital. Communication is another of the themes of reference, with profound changes in recent times, followed by management of sales teams, supply chain management, relationship marketing, and internal marketing. The last chapters are also relevant contributions, being dedicated to marketing sectors: services, B2B marketing, internationalisation, politics, tourism, and NGOs.
This work addresses this theme, aiming to analyse the transversal impact of the digital in the different marketing sectors, describing the profound changes that the digital has provoked in the main marketing activities and their sectors, also referring to the current practices in use in each included topic. It begins by looking at the classic marketing topics, opening with an analysis of the impact that digital has had and is having on the marketing strategy of organisations, moving on to the study of consumer behaviour in an era of continuous use of electronic devices. This is followed by a new topic which is marketing research and data analysis, in a context where managers now have, more data, information and knowledge about the organisation, competitors, consumers and the wider environment than ever before. Marketing themes were also identified that have been significantly changed with digital. Communication is another of the themes of reference, with profound changes in recent times, followed by management of sales teams, supply chain management, relationship marketing, and internal marketing. The last chapters are also relevant contributions, being dedicated to marketing sectors: services, B2B marketing, internationalisation, politics, tourism, and NGOs.
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
Professional and scholarly
Academic
Illustrations
8 s/w Abbildungen, 2 farbige Abbildungen, 8 s/w Zeichnungen, 2 farbige Zeichnungen, 12 s/w Tabellen
12 Tables, black and white; 2 Line drawings, color; 8 Line drawings, black and white; 2 Illustrations, color; 8 Illustrations, black and white
Dimensions
Height: 240 mm
Width: 161 mm
Thickness: 21 mm
Weight
622 gr
ISBN-13
978-1-032-47173-0 (9781032471730)
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 Classification
Other editions
Additional editions
Paulo Botelho Pires | Jose Duarte Santos | Ines Veiga Pereira
Digital Marketing
Analyzing its Transversal Impact
Book
05/2026
1st Edition
CRC Press
€66.00
Shipment within 10-20 days
Paulo Botelho Pires | Jose Duarte Santos | Ines Veiga Pereira
Digital Marketing
Analyzing its Transversal Impact
E-Book
07/2024
1st Edition
CRC Press
€73.99
Available for download
Paulo Botelho Pires | Jose Duarte Santos | Ines Veiga Pereira
Digital Marketing
Analyzing its Transversal Impact
E-Book
07/2024
1st Edition
CRC Press
€73.99
Available for download
Persons
Paulo Botelho Pires graduated in Systems Engineering and Computer Science. He holds a Master's Degree in Marketing, and has a PhD in Management. He has extensive experience in higher education at the university and polytechnic level since 2000 and has taught at the University of Porto, the Universidade Portucalense, the Porto Business School, and the Polytechnic Institute of Porto. He has published extensively in journals, book chapters, and books, and has also been a book editor. In addition, he continues to develop research in the areas of artificial neural networks, e-commerce, data analysis, and digital marketing.
Jose Duarte da Rocha Santos received his PhD in Management from Vigo University. He also holds an MSc in Marketing and a bachelor's degree in business sciences. Between 1987 and 2002, he played various roles in sales, marketing, and management of companies in the information technology sector. From 2003 to 2018, he performed the functions of a management and marketing consultant. Since 1999, he has been a professor in higher education in Portugal in the fields of management and marketing. He is currently a marketing professor at the Accounting and Business School of the Polytechnic of Porto (ISCAP/P.PORTO). He is also a senior researcher at the CEOS.PP - Centre for Organizational and Social Studies of the Polytechnic of Porto, Portugal. His main research areas are Strategic Marketing and Digital Marketing Strategies.
Ines Veiga Pereira obtained a PhD in Communication from the University of Vigo. She also has a master's degree in Corporate Sciences - marketing and a bachelor's degree in Management, from the Faculty of Economics of the University of Porto.
Since 2001 she has been a professor in higher education in Portugal in the area of marketing. She is currently a senior lecturer of marketing at the Business Sciences School of Polytechnic of Porto (ISCAP/P.PORTO). She is the director of the Degree in Business Communication and the Postgraduate Degree in Management and Direction of Healthcare Institutions.
She is also a senior researcher at CEOS.PP-Center for Organizational and Social Studies of the Polytechnic of Porto, Portugal. Her main areas of research are branding, social marketing, and corporate social responsibility.
Jose Duarte da Rocha Santos received his PhD in Management from Vigo University. He also holds an MSc in Marketing and a bachelor's degree in business sciences. Between 1987 and 2002, he played various roles in sales, marketing, and management of companies in the information technology sector. From 2003 to 2018, he performed the functions of a management and marketing consultant. Since 1999, he has been a professor in higher education in Portugal in the fields of management and marketing. He is currently a marketing professor at the Accounting and Business School of the Polytechnic of Porto (ISCAP/P.PORTO). He is also a senior researcher at the CEOS.PP - Centre for Organizational and Social Studies of the Polytechnic of Porto, Portugal. His main research areas are Strategic Marketing and Digital Marketing Strategies.
Ines Veiga Pereira obtained a PhD in Communication from the University of Vigo. She also has a master's degree in Corporate Sciences - marketing and a bachelor's degree in Management, from the Faculty of Economics of the University of Porto.
Since 2001 she has been a professor in higher education in Portugal in the area of marketing. She is currently a senior lecturer of marketing at the Business Sciences School of Polytechnic of Porto (ISCAP/P.PORTO). She is the director of the Degree in Business Communication and the Postgraduate Degree in Management and Direction of Healthcare Institutions.
She is also a senior researcher at CEOS.PP-Center for Organizational and Social Studies of the Polytechnic of Porto, Portugal. Her main areas of research are branding, social marketing, and corporate social responsibility.
Content
Preface. PART 1: INTRODUCTION TO DIGITAL MARKETING. Advantages and Conditions of Digital Marketing. The impact of Digital on Marketing Strategy. The Behavior of the Digital Consumer. PART 2: DOING MARKETING RESEARCH. The Digital Research Revolution. The Broadening Horizon of Digital Marketing: Investigating its Transversal Impact. PART 3: THE DIGITALIZATION OF BUSINESS SALES. Digital Technologies and the Issues, Tasks, and Knowledge of Sales Teams. Relationship Marketing in the Age of Digital Marketing. PART 4: BUSINESS LEVERAGED ON DIGITAL MARKETING. Pre-Sales and Social Media Strategies' Role in the Customer Journey. The Age of Digital Services Marketing. Go International with Digital Transformation. Internal Marketing Supported by Digital Marketing. Tourism and Digital Marketing. PART 5: DIGITAL MARKETING EXPANDED. Digital Marketing in Nonprofit Organizations Conceptual Background and Recommendations for Practitioners. Ensure Video Game Success with Digital Marketing. Index.