Integrated Digital Marketing in Practice

ISBN-13: 9781009204378 / Angielski / Miękka / 2023

Corcoran Andrew Corcoran

Opis

A comprehensive guide to the transformative effect of digital technologies on all of the key practices of marketing.

Spis treści

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.