A comprehensive guide to the transformative effect of digital technologies on all of the key practices of marketing, considering a broad range of organization types, sizes and markets, with a wide range of learning features and instructor resources.
A comprehensive guide to the transformative effect of digital technologies on all of the key practices of marketing, considering a broad range of organization types, sizes and markets, with a wide range of learning features and instructor resources.
Andrew Corcoran is Associate Professor in Marketing at the Nottingham University Business School where he leads institutional initiatives to enhance educational practices and the student experience. He has won teaching awards at Aston University, the University of Warwick and the University of Nottingham.
Inhaltsangabe
Contents 1. Origins: definition, drivers, and impact 2. Insights: big data and analytics 3. The big picture: strategy, innovation and value 4. The digital customer: attitudes and behaviours 5. Digital relationships and the customer experience 6. Digital marketing networks and partnerships 7. Promotion in a complex online environment 8. Digitally-enabled creativity and innovation 9. Emerging challenges and opportunities 10. Working in digital marketing.
Contents 1. Origins: definition, drivers, and impact 2. Insights: big data and analytics 3. The big picture: strategy, innovation and value 4. The digital customer: attitudes and behaviours 5. Digital relationships and the customer experience 6. Digital marketing networks and partnerships 7. Promotion in a complex online environment 8. Digitally-enabled creativity and innovation 9. Emerging challenges and opportunities 10. Working in digital marketing.
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