Description
Book SynopsisMarketing in a Digital World focuses on how the digital revolution has affected the science and practice of marketing. Consisting of nine essays authored by some of the world's leading marketing scholars, this volume of
Review of Marketing Research is forward-looking and illuminating. The book considers the nature and consequences of a number of important new digital technologies and practices, including human-machine communication, software, mobile marketing, online reviews, big data, 3D printing and a wide range of other digital innovations. Many of these technological developments were completely unanticipated and as such the transformation is still unfolding. Therefore, whilst consumers have largely embraced and actively co-create many of these new innovations, there are also growing concerns about privacy and other adverse effects of digital technology. Each essay provides a thoughtful examination of this rapidly shifting landscape and offers a set of bold ideas regarding its future impact on the foundations of marketing and consumption. The volume is essential reading for both scholars and managers seeking fresh insights into marketing and offers a number of exciting new concepts, propositions and predictions about marketing in the digital world.
Trade ReviewThis book consists of nine essays by marketing and other specialists from the US, who consider marketing in the digital world. They discuss the main features of the new digital world; the role and impact of information technology on human life and the marketplace; the influence of the internet and other digital innovations on markets, firms, and consumers; the marketing analytics component of big data and a lean startup approach to data-based learning and marketing management; the importance of software as a driver of value exchange; mobile marketing; adverse technology-consumer interactions; perceived deception in online consumer reviews; and self-manufacturing in the context of the rise of desktop 3D printing. -- Annotation ©2019 * (protoview.com) *
Table of ContentsIntroduction: Transitioning to a Digital World;
Aric Rindfleisch and Alan J. Malter Marketing in the Digital Age: A Moveable Feast of Information;
Kristen E. Lane and Sidney J. Levy The Impact of Digital Innovations on Marketing and Consumers;
Brian T. Ratchford Big and Lean is Beautiful: A Conceptual Framework for Data-Based Learning in Marketing Management;
Emre Soyer, Steven Seggie and Koen Pauwels The Growing Importance of Software as a Driver of Value Exchange;
Charles Hofacker Mobile Marketing 2.0: State of the Art and Research Agenda;
Unnati Narang and Venkatesh Shankar All's Not Well on the Marketing Frontlines: Understanding the Challenges of Adverse Technology-Consumer Interactions;
Utpal Dholakia Perceived Deception in Online Consumer Reviews: Antecedents, Consequences, and Moderators;
Sergio Roman, Isabel P. Riquelme and Dawn Iacobucci Self-Manufacturing via 3D Printing: Implications for Retailing Thought and Practice;
Aric Rindfleisch, Alan J. Malter and Greg Fisher
