Digital Marketing (eBook, PDF)

Analyzing its Transversal Impact
Redaktion: Botelho Pires, Paulo; Veiga Pereira, Inês; Duarte Santos, José

• Format: PDF

Produktbeschreibung

This book provides practical guidance on a range of topics, including strategy and planning, consumer behavior, marketing research, data analysis, B2B marketing, international marketing, communications, sales team management, and internal marketing.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 302
• Erscheinungstermin: 12. Juli 2024
• Englisch
• ISBN-13: 9781040052068
• Artikelnr.: 70228688

Autorenporträt

Paulo Botelho Pires graduated in Systems Engineering and Computer Science. He holds a Master's Degree in Marketing, and has a PhD in Management. He has extensive experience in higher education at the university and polytechnic level since 2000 and has taught at the University of Porto, the Universidade Portucalense, the Porto Business School, and the Polytechnic Institute of Porto. He has published extensively in journals, book chapters, and books, and has also been a book editor. In addition, he continues to develop research in the areas of artificial neural networks, e-commerce, data analysis, and digital marketing. José Duarte da Rocha Santos received his PhD in Management from Vigo University. He also holds an MSc in Marketing and a bachelor's degree in business sciences. Between 1987 and 2002, he played various roles in sales, marketing, and management of companies in the information technology sector. From 2003 to 2018, he performed the functions of a management and marketing consultant. Since 1999, he has been a professor in higher education in Portugal in the fields of management and marketing. He is currently a marketing professor at the Accounting and Business School of the Polytechnic of Porto (ISCAP/P.PORTO). He is also a senior researcher at the CEOS.PP - Centre for Organizational and Social Studies of the Polytechnic of Porto, Portugal. His main research areas are Strategic Marketing and Digital Marketing Strategies. Inês Veiga Pereira obtained a PhD in Communication from the University of Vigo. She also has a master's degree in Corporate Sciences - marketing and a bachelor's degree in Management, from the Faculty of Economics of the University of Porto. Since 2001 she has been a professor in higher education in Portugal in the area of marketing. She is currently a senior lecturer of marketing at the Business Sciences School of Polytechnic of Porto (ISCAP/P.PORTO). She is the director of the Degree in Business Communication and the Postgraduate Degree in Management and Direction of Healthcare Institutions. She is also a senior researcher at CEOS.PP-Center for Organizational and Social Studies of the Polytechnic of Porto, Portugal. Her main areas of research are branding, social marketing, and corporate social responsibility.

Inhaltsangabe

Preface. PART 1: INTRODUCTION TO DIGITAL MARKETING. Advantages and
Conditions of Digital Marketing. The impact of Digital on Marketing
Strategy. The Behavior of the Digital Consumer. PART 2: DOING MARKETING
RESEARCH. The Digital Research Revolution. The Broadening Horizon of
Digital Marketing: Investigating its Transversal Impact. PART 3: THE
DIGITALIZATION OF BUSINESS SALES. Digital Technologies and the Issues,
Tasks, and Knowledge of Sales Teams. Relationship Marketing in the Age of
Digital Marketing. PART 4: BUSINESS LEVERAGED ON DIGITAL MARKETING.
Pre-Sales and Social Media Strategies' Role in the Customer Journey. The
Age of Digital Services Marketing. Go International with Digital
Transformation. Internal Marketing Supported by Digital Marketing. Tourism
and Digital Marketing. PART 5: DIGITAL MARKETING EXPANDED. Digital
Marketing in Nonprofit Organizations Conceptual Background and
Recommendations for Practitioners. Ensure Video Game Success with Digital
Marketing. Index.