Advanced introduction to digital marketing

著者

    • Dholakia, Utpal

書誌事項

Advanced introduction to digital marketing

Utpal Dholakia

(Elgar advanced introductions)

Edward Elgar Publishing, c2022

  • : pbk

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注記

References: p. 133-161

Index: p. 162-169

内容説明・目次

内容説明

Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world's leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas. The Advanced Introduction to Digital Marketing identifies the core concepts of research on digital marketing and provides theoretical frameworks and empirical findings. Topics such as digital product evolution, marketing strategy, and research on place, price, and promotion are thoroughly reviewed alongside controversial areas such as the harmful effects of technology on consumers. It also suggests research opportunities for those wishing to explore a particular area in greater depth. Key Features: Builds upon influential articles to advance knowledge Provides a state-of-the-art review for each area of digital marketing Showcases an original Customer-Centric Digital Marketing Framework to effectively organise digital marketing research This Advanced Introduction will be a crucial read for scholars and researchers of marketing and those working with brand marketing, customer experience and social media.

目次

Contents: Preface 1. The theoretical framework 2. The customer 3. The product 4. The place 5. The price 6. The promotion 7. The marketing strategy 8. Controversies and challenges References Index

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詳細情報

  • NII書誌ID(NCID)
    BC18876131
  • ISBN
    • 9781803921075
  • 出版国コード
    uk
  • タイトル言語コード
    eng
  • 本文言語コード
    eng
  • 出版地
    Cheltenham ; Northampton
  • ページ数/冊数
    x, 169 p.
  • 大きさ
    22 cm
  • 分類
  • 件名
  • 親書誌ID
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