Developing digital marketing: relationship perspectives
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 ec...
Gespeichert in:
| Weitere beteiligte Personen: | , |
|---|---|
| Format: | E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
Bingley, U.K.
Emerald Publishing Limited
[2021]
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| Links: | https://doi.org/10.1108/9781800713482 |
| Zusammenfassung: | 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. |
| Beschreibung: | Includes index. |
| Umfang: | 1 Online-Ressource (256 Seiten) |
| ISBN: | 9781800713505 |
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| 245 | 0 | 0 | |a Developing digital marketing |b relationship perspectives |c edited by Park Thaichon, Vanessa Ratten |
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| 520 | |a 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. | ||
| 700 | 1 | |a Ratten, Vanessa | |
| 700 | 1 | |a Thaichon, Park | |
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| spelling | Developing digital marketing relationship perspectives edited by Park Thaichon, Vanessa Ratten Bingley, U.K. Emerald Publishing Limited [2021] ©2021 1 Online-Ressource (256 Seiten) txt c cr Includes index. 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. Ratten, Vanessa Thaichon, Park Erscheint auch als Druck-Ausgabe 9781800713482 Erscheint auch als Druck-Ausgabe 9781800713499 |
| spellingShingle | Developing digital marketing relationship perspectives |
| title | Developing digital marketing relationship perspectives |
| title_auth | Developing digital marketing relationship perspectives |
| title_exact_search | Developing digital marketing relationship perspectives |
| title_full | Developing digital marketing relationship perspectives edited by Park Thaichon, Vanessa Ratten |
| title_fullStr | Developing digital marketing relationship perspectives edited by Park Thaichon, Vanessa Ratten |
| title_full_unstemmed | Developing digital marketing relationship perspectives edited by Park Thaichon, Vanessa Ratten |
| title_short | Developing digital marketing |
| title_sort | developing digital marketing relationship perspectives |
| title_sub | relationship perspectives |
| work_keys_str_mv | AT rattenvanessa developingdigitalmarketingrelationshipperspectives AT thaichonpark developingdigitalmarketingrelationshipperspectives |