Produktdetaljer
ISBN
9781529743791
Publisert
2022-06-21
Utgiver
Sage Publications Ltd
Vekt
1190 gr
Høyde
246 mm
Bredde
174 mm
Aldersnivå
UP, P, 05, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
592
Biografisk notat
Dr Annmarie Hanlon is a Chartered Marketer and an Associate Professor in Digital and AI Marketing at UCL in the Global Business School for Health. Previously she was the Course Director of MSc Marketing and Leadership at Cranfield University. She is an experienced academic with a strong teaching portfolio in digital marketing. She has proficiency in shaping the curriculum, from module specification to programme validation. Before joining academia, she worked in consultancy for 25 years. As an early adopter of technology and ‘online marketing’ she has led digital strategy and planning projects across Europe, in sectors including healthcare and IT, legal and financial, software and manufacturing. She is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the application of health services, systems and apps that are related to digital marketing, AI marketing and technology. Annmarie′s Sage textbooks include Digital Marketing: Strategy, Planning & Disruption, Digital Business: Strategy, Management & Transformation and The Digital Marketing Planner. She is co-editor of The SAGE Handbook of Digital Marketing, and The SAGE Handbook of Social Media Marketing. Dr. Tracy L. Tuten is a Vice President of Research at Illuminas, where she consults with the world’s leading technology brands. A globally recognized authority in marketing strategy and market research, Dr. Tuten brings decades of experience as an educator, researcher, and consultant to her work. Her academic background includes a Ph.D. in Marketing, and she has served as a two-time Fulbright Scholar, sharing her expertise at universities in Korea and Argentina. Dr. Tuten’s research has been published in leading journals, including Psychology & Marketing, the Journal of Business Research, and Industrial Marketing Management. She is the author of several acclaimed books, including the award-winning textbook Social Media Marketing (now in its 5th edition), recognized with the Textbook Excellence Award by the Textbook & Academic Authors Association. Her portfolio also includes Advertisers at Work, a collection of interviews with luminaries in the advertising industry, and pioneering texts on digital advertising and e-commerce. As a consultant, Dr. Tuten has advised leading global brands such as Samsung, Adobe, Dell Technologies, and the New York Times, offering expertise in areas such as branding, consumer behavior, and digital marketing strategy. She remains active in the academic community by teaching at Champlain College, where she continues to share her knowledge and inspire future marketing professionals. Her numerous accolades include the O’Hare Leadership Award in Direct and Interactive Marketing Education, as well as recognition as a Social Media Master by Ad:Tech. Dr. Tuten’s unique blend of academic rigor and practical expertise ensures her contributions remain invaluable in shaping the next generation of marketers. Follow her updates on X: @brandacityDigital 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
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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.
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Part 1: Foundations of Digital Marketing
Chapter 1: Introduction to Digital Marketing - Annmarie Hanlon & Tracy L. Tuten
Chapter 2: Customer Journey as Participatory Service Ecosystem - Julia Wolny
Chapter 3: Experiential Marketing in a Digital Era - Ann Torres & Áine Doherty
Chapter 4: Marketing Automation: A Design Perspective - Declan Scully
Chapter 5: Big Data Marketing: Context and Affordances - Leon 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 Research - Daiane Scaraboto & Marcia Christina Ferreira
Chapter 7: The Technology Acceptance Model: Antecedents and Consequences - Vasilis Theoharakis & Nikos Mylonopoulus
Chapter 8: The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing - Paolo Franco
Chapter 9: The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours - Hongfei Liu, Ahmed Shaalan, & Chanaka Jayawardhena
Chapter 10: Qualitative Insights for Digital Marketing - Marcia Christina Ferreira & Daiane Scaraboto
Part 3: Channels and Platforms in Digital Marketing
Chapter 11: Reinventing E-mail Marketing through a Personalisation Strategy - Alanah Malkani
Chapter 12: Price Comparison Websites - Desmond Laffey
Chapter 13: Ecommerce Purposes and Types from the Perspective of Transaction Cost Economics - Aras 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 Sales - Lara Stocchi
Chapter 16: The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality - Sereikhuoch Eng
Part 4: Tools, Tactics and Techniques in Digital Marketing
Chapter 17: Creative Crowdsourcing: A Marketing Strategy for Innovative Companies - Nadia Steils & Salwa Hanine
Chapter 18: Digital Content Marketing - Inna Piven
Chapter 19: Programmatic Advertising - Ramaprasad M. Unni
Chapter 20: The Role of Push Notifications - Diana Gavilan
Chapter 21: The Chatbot Revolution: Companies and Consumers in a New Digital Age - Ahmed Shaalan, Marwa E. Tourky, & Khaled Ibrahim
Chapter 22: Voice Marketing - Alice Zoghaib
Part 5: Management and Metrics in Digital Marketing
Chapter 23: How Organizations Measure, Manage and Monitor Digital Marketing - Jeremy Harris Lipschultz
Chapter 24: Key Factors in Online Community Management - David W. Peck
Chapter 25: Love, Hate and Everything in Between: Online Complainants′ Emotions during Service Recovery Episodes - Wolfgang Weitzl
Chapter 26: Digital Advertising: Measurement, Metrics and Future Research Agenda - Sarah Turnbull
Part 6: Ethical Issues in Digital Marketing
Chapter 27: Research Ethics in Digital and Social Media Marketing Research - Sarah Quinton & Nina Reynolds
Chapter 28: Managing the Message, from Fake News to Filter Bubbles - David Lynn Painter & Raghabendra Pratap KC
Chapter 29: Brandjacking in Paid Search: An unresolved problem - Peter O′Connor
Chapter 30: Talk to Me - The Rise of Voice Assistants and Smart Speakers: A Balance between Efficiency and Privacy - Sven Tuzovic
Chapter 31: Privacy Regulation in the Age of Artificial Intelligence - Christelle Aubert-Hassouni & Julien Cloarec
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Produktdetaljer
ISBN
9781529743791
Publisert
2022-06-21
Utgiver
Sage Publications Ltd
Vekt
1190 gr
Høyde
246 mm
Bredde
174 mm
Aldersnivå
UP, P, 05, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
592