Developing Digital Marketing: Relationship Perspectives - Couverture rigide

Couverture rigide

ISBN 10 : 1800713495 ISBN 13 : 9781800713499

Editeur : Emerald Publishing Limited, 2021

Synopsis

Digital marketing has gained ascendancy as the modern communication method used by most organizations through its ability to transcend geographic restrictions. Developing Digital Marketing: Relationship Perspectives provides a holistic perspective about the role of digital marketing in the global economy. Each chapter offers a different perspective about the importance of digital marketing in the knowledge economy, helping readers to understand the shift from traditional marketing to more novel and innovative forms that are derived from digital marketing functions.

Themes explored throughout the book include:

•Service Encounters via Social Media and Customer Relationships

•Digital and Organizational Storytelling

•Artificial Intelligence and Customer Experience

•Sustainability Project Partnerships

As the nature of these digital practices is evolving Developing Digital Marketing: Relationship Perspectives views the concept of digital marketing as now in constant flux, with the edited chapters paving the way to a better appreciation of how digital marketing is changing particularly through issues such as environmental sustainability in the current business environment.

A propos du livre

À propos de l'auteur

Park Thaichon is a Senior Lecturer and the Cluster Leader of the Relationship Marketing for Impact research cluster at the Department of Marketing, Griffith Business School, Griffith University, Australia. Park has published over 45 A ranked journal articles since 2015. His main research interests include relationship marketing, tourism marketing, marketing management, digital marketing, technology, and consumer behavior.

Vanessa Ratten is an Associate Professor of Entrepreneurship and Innovation at La Trobe University in Melbourne, Australia. She has authored books including Entrepreneurship and Innovation in Smart Cities (2017), Frugal Innovation (2019), and Sport Entrepreneurship (2018). In addition, she has edited more than 20 books, ranging from Knowledge Spillover-based Strategic Entrepreneurship (2016), Sport Entrepreneurship and Innovation (2016), and Transformational Entrepreneurship (2018).

Détails de l'édition

• Éditeur: Emerald Publishing Limited
• Date d'édition: 2021
• Langue: anglais
• ISBN 10: 1800713495
• ISBN 13: 9781800713499
• Reliure: Relié
• Nombre de pages: 206
• Éditeur: Thaichon Park, Ratten Vanessa
• Coordonnées du fabricant: non disponible
• Personne responsable: gpsr@libri.de; gpsr@libri.de; ; Europaallee 1; Bad Hersfeld; 36244; Allemagne