Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their understanding of marketing in a digital world.
Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their understanding of marketing in a digital world.
Aric Rindfleisch is the John M. Jones Professor of Marketing and Executive Director of the Illinois MakerLab at the University of Illinois, USA. Aric's research, which mainly focuses on consumers, brands, interfirm relationships and new product development, has been published in several leading academic journals including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Operations Management, and Strategic Management Journal. Alan J. Malter is Associate Professor of Marketing at the University of Illinois at Chicago, USA. His research examines how consumers perceive and respond to new technologies, geographic branding and marketing systems, organizational learning and innovation, the changing role of marketing, and longitudinal research designs. His work has been published in the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, and International Journal of Research in Marketing, among others.
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