商品詳細

Digital Transformation and Marketing Management provides a comprehensive overview of the current theory and practice of marketing from a technology perspective, and its use and application in the context of organizations today. The book explores and delivers new thinking on marketing management theory and practice due to new technology, shifting lifestyles, needs, and wants, consumer desire for better value and shareholder marketing accountability. The attempt is to redefine marketing into a more practical and more relevant process in today's modern world, blending traditional practices with new methods. With a focus on ensuring value and profit, the "new framework of marketing" builds on the existing marketing theory and constructs relevant and meaningful approaches for today's marketers and their challenges.

Full of tools, examples and international case studies from a broad range of organizations, this is critical reading for undergraduate and postgraduate students studying Marketing, Marketing Management, and Strategic Marketing, as well as for marketing practitioners.