The SAGE Handbook of Digital Marketing

Author Annmarie Hanlon - Tracy L. Tuten

Publisher SAGE

Format

eBook

2nd Edition 1st Edition

Quantity

Add New

Author

Annmarie Hanlon - Tracy L. Tuten

Publisher

SAGE

Volume

Copyright

2022

ISBN13

9781529784480

Release

Format

eBook

DDC
TBD

Overview

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.
Front Cover.
Half Title Page.
Other Frontmatter.
Title Page.
Copyright Page.
Photo Credits.
Contents.
List of Figures.
List of Tables.
Notes on the Editors and Contributors.
1: Foundations of Digital Marketing.
2: Introduction to Digital Marketing.
3: Customer Journey as Participatory Service Ecosystem.
4: Experiential Marketing in a Digital Era.
5: Marketing Automation: A Design Perspective.
6: Big Data Marketing: Context and Affordances.
7: Methodologies and Theories in Digital Marketing.
8: Origins and Development of Online Communities and Their Role in Marketing Research.
9: The Technology Acceptance Model (TAM): Antecedents and Consequences.
10: The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing.
11: The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours.
12: Qualitative Insights for Digital Marketing.
13: Channels and Platforms in Digital Marketing.
14: Reinventing Email Marketing through a Personalisation Strategy.
15: Price Comparison Websites.
16: e-Commerce Purposes and Types from the Perspective of Transaction Cost Economics.
17: The Relationship between e-Commerce and Social Commerce: Subset, Evolution or New Paradigm?.
18: The Role of Mobile Technologies in Digital Marketing and Sales.
19: The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality.
20: Tools, Tactics and Techniques in Digital Marketing.
21: Creative Crowdsourcing: A Marketing Strategy for Innovative Companies.
22: Digital Content Marketing.
23: Programmatic Advertising.
24: The Role of Push Notifications.
25: The Chatbot Revolution: Companies and Consumers in a New Digital Age.
26: Voice Marketing.
27: Management and Metrics in Digital Marketing.
28: How Organizations Measure, Manage and Monitor Digital Marketing.
29: Key Factors in Online Community Management.
30: Love, Hate and Everything in between: Online Complainants’ Emotions during Service Recovery Episodes.
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The SAGE Handbook of Digital Marketing

Product Details

Overview

Table of Contents