Description
Book SynopsisA comprehensive guide to the transformative effect of digital technologies on all of the key practices of marketing, considering a broad range of organization types, sizes and markets, with a wide range of learning features and instructor resources.
Table of ContentsContents; 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.
