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Developing Digital Marketing : Relationship Perspectives. デジタル・マーケティングの発展
・ISBN 978-1-80071-349-9 hard US$ 104.99
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お気に入り
★★★
| 著者・編者 | Thaichon, Park / Ratten, Vanessa (eds.), |
|---|---|
| 出版社 | (Emerald, UK) |
| 出版年月 | 2021.06 |
| ページ数 | 256 pp. |
| 言語 | ENG |
| ニュース番号 | ＜661-676 661-P2203＞ |
解説
Digital marketing has gained ascendancy as the modern communication method used by most organizations through its ability to transcend geographic restrictions. Developing Digital Marketing: Relationship Perspectives provides a holistic perspective about the role of digital marketing in the global economy. Each chapter offers a different perspective about the importance of digital marketing in the knowledge economy, helping readers to understand the shift from traditional marketing to more novel and innovative forms that are derived from digital marketing functions.
Themes explored throughout the book include:
*Service Encounters via Social Media and Customer Relationships *Digital and Organizational Storytelling *Artificial Intelligence and Customer Experience *Sustainability Project Partnerships
As the nature of these digital practices is evolving Developing Digital Marketing: Relationship Perspectives views the concept of digital marketing as now in constant flux, with the edited chapters paving the way to a better appreciation of how digital marketing is changing particularly through issues such as environmental sustainability in the current business environment.
Themes explored throughout the book include:
*Service Encounters via Social Media and Customer Relationships *Digital and Organizational Storytelling *Artificial Intelligence and Customer Experience *Sustainability Project Partnerships
As the nature of these digital practices is evolving Developing Digital Marketing: Relationship Perspectives views the concept of digital marketing as now in constant flux, with the edited chapters paving the way to a better appreciation of how digital marketing is changing particularly through issues such as environmental sustainability in the current business environment.