图书简介
Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing Part 2: Methodologies and Theories in Digital Marketing Part 3: Channels and Platforms in Digital Marketing Part 4: Tools, Tactics and Techniques in Digital Marketing Part 5: Management and Metrics in Digital Marketing Part 6: Ethical Issues in Digital Marketing
Part 1: Foundations of Digital Marketing \\ Chapter 1: Introduction to Digital MarketingAnnmarie Hanlon & Tracy L. Tuten \\ Chapter 2: Customer Journey as Participatory Service EcosystemJulia Wolny \\ Chapter 3: Experiential Marketing in a Digital EraAnn Torres & Áine Doherty \\ Chapter 4: Marketing Automation: A Design PerspectiveDeclan Scully \\ Chapter 5: Big Data Marketing: Context and AffordancesLeon Michael Caesarius & Jukka Hohenthal \\ Part 2: Methodologies and Theories in Digital Marketing \\ Chapter 6: Origins and Development of Online Communities and their Role in Marketing ResearchDaiane Scaraboto & Marcia Christina Ferreira \\ Chapter 7: The Technology Acceptance Model: Antecedents and ConsequencesVasilis Theoharakis & Nikos Mylonopoulus \\ Chapter 8: The Consumer Culture Theory (CCT) Research Tradition and Digital MarketingPaolo Franco \\ Chapter 9: The Impact of Electronic Word-of-Mouth (eWOM) on Consumer BehavioursHongfei Liu, Ahmed Shaalan, & Chanaka Jayawardhena \\ Chapter 10: Qualitative Insights for Digital MarketingMarcia Christina Ferreira & Daiane Scaraboto \\ Part 3: Channels and Platforms in Digital Marketing \\ Chapter 11: Reinventing E-mail Marketing through a Personalisation StrategyAlanah Malkani \\ Chapter 12: Price Comparison WebsitesDesmond Laffey \\ Chapter 13: Ecommerce Purposes and Types from the Perspective of Transaction Cost EconomicsAras Alkis \\ Chapter 14: The Relationship between Ecommerce and Social Commerce: Subest, Evolution or New Paradigm?Bairbre Brennan \\ Chapter 15: The Role of Mobile Technologies in Digital Marketing and SalesLara Stocchi \\ Chapter 16: The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended RealitySereikhuoch Eng \\ Part 4: Tools, Tactics and Techniques in Digital Marketing \\ Chapter 17: Creative Crowdsourcing: A Marketing Strategy for Innovative CompaniesNadia Steils & Salwa Hanine \\ Chapter 18: Digital Content MarketingInna Piven \\ Chapter 19: Programmatic AdvertisingRamaprasad M. Unni \\ Chapter 20: The Role of Push NotificationsDiana Gavilan \\ Chapter 21: The Chatbot Revolution: Companies and Consumers in a New Digital AgeAhmed Shaalan, Marwa E. Tourky, & Khaled Ibrahim \\ Chapter 22: Voice MarketingAlice Zoghaib \\ Part 5: Management and Metrics in Digital Marketing \\ Chapter 23: How Organizations Measure, Manage and Monitor Digital MarketingJeremy Harris Lipschultz \\ Chapter 24: Key Factors in Online Community ManagementDavid W. Peck \\ Chapter 25: Love, Hate and Everything in Between: Online Complainants’ Emotions during Service Recovery EpisodesWolfgang Weitzl \\ Chapter 26: Digital Advertising: Measurement, Metrics and Future Research AgendaSarah Turnbull \\ Part 6: Ethical Issues in Digital Marketing \\ Chapter 27: Research Ethics in Digital and Social Media Marketing ResearchSarah Quinton & Nina Reynolds \\ Chapter 28: Managing the Message, from Fake News to Filter BubblesDavid Lynn Painter & Raghabendra Pratap KC \\ Chapter 29: Brandjacking in Paid Search: An unresolved problemPeter O’Connor \\ Chapter 30: Talk to Me - The Rise of Voice Assistants and Smart Speakers: A Balance between Efficiency and PrivacySven Tuzovic \\ Chapter 31: Privacy Regulation in the Age of Artificial IntelligenceChristelle Aubert-Hassouni & Julien Cloarec
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