Digital and Social Media Marketing
Digital and Social Media Marketing

Author: Nripendra P. Rana

Publisher: Springer Nature

Published: 2019-11-11

Total Pages: 337

ISBN-13: 3030243745

DOWNLOAD EBOOK

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Customer Engagement Marketing
Customer Engagement Marketing

Author: Robert W. Palmatier

Publisher: Springer

Published: 2017-08-29

Total Pages: 332

ISBN-13: 3319619853

DOWNLOAD EBOOK

This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.

The Dark Side of Innovation
The Dark Side of Innovation

Author: Alex Coad

Publisher: Routledge

Published: 2022-02-24

Total Pages: 134

ISBN-13: 1000544915

DOWNLOAD EBOOK

This book is a reaction to popular assumptions that innovation is always a force for good. While the popular press and politicians often take the view that "the more innovation, the better", the chapters in this edited volume reflect on the harmful effects of innovation on society and the environment. The book begins with a broad discussion of the dark side of innovation, followed by contributions by various experts in the area. It is a critical reply to the innovation optimists, complementing the list of indicators that show steady human progress with a list of indicators that show sustained deterioration (largely due to innovation). The volume outlines some relevant dimensions of harmful innovation, before distinguishing between the types of harm brought on by innovation. The various contributed chapters focus on the following themes: a bibliometric analysis of the scientific literature on the harmful consequences of innovation; harmful side-effects from solar photovoltaic waste; harmful consequences of process innovations on working practices in areas such as accountancy; the difficulties of transferring innovations from research to practice in clinical healthcare; and the harmful consequences of social innovations. The chapters in this book were originally published as a special issue of the journal Industry and Innovation.

Internet Mercenaries and Viral Marketing: The Case of Chinese Social Media
Internet Mercenaries and Viral Marketing: The Case of Chinese Social Media

Author: Wu, Mei

Publisher: IGI Global

Published: 2013-09-30

Total Pages: 326

ISBN-13: 1466645792

DOWNLOAD EBOOK

Social media and emerging internet technologies have expanded the ideas of marketing approaches. In particular, the phenomenon of the internet in China challenges the common perception of new media environments. Internet Mercenaries and Viral Marketing: The Case of Chinese Social Media presents case studies, textual analysis, media reviews, and in-depth interviews in order to investigate the Chinese “pushing hand” operation from the conceptual perspective of communications and viral marketing. This book is significant to researchers, marketers, and advocates interested in the persuasive influence of social networks.

DIGITAL MARKETING
DIGITAL MARKETING

Author: Mathur, Vibha

Publisher: PHI Learning Pvt. Ltd.

Published: 2020-10-01

Total Pages: 236

ISBN-13: 8194800269

DOWNLOAD EBOOK

In today's ever changing environment, digital marketing has become the fastest means to advertise a business and create a brand value online. It has proved to be the most effective method to increase the reach of the business and generate potential leads. Hence, the book is an attempt to explain the concept and digital marketing tools lucidly to help students gain in-depth knowledge of digital marketing and develop critical thinking towards the subject. Comprising 11 chapters, judiciously divided into five units, the book covers a full gamut of digital marketing from its introduction, opportunities and challenges, digital penetration in the Indian market, digital marketing mix, STP model, CRM in the digital world, role of Internet marketing, designing websites, traffic building, online advertising and direct marketing to the digital marketing tools to execute appropriate strategy. Besides, the text also explains popular types of interactive marketing concepts and the ethical and legal issues in India in relation to digital marketing. Primarily designed to cater to the needs of undergraduate students of commerce, as per the CBCS Scheme, the book will also be of immense value to the students of business administration. KEY FEATURES • Interesting facts to inspire students' curiosity. • Real-life case studies for easy grasping of the subject. • Chapter-end summary for quick recapitulation. • Review questions for practice. • Glossary to assist students to understand commonly used terms. • Multiple Choice Questions (MCQs) for self-assessment and evaluation. TARGET AUDIENCE • B.Com/B.Com (Hons) • BBA

Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence
Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence

Author: Munna, Afzal Sayed

Publisher: IGI Global

Published: 2023-08-01

Total Pages: 278

ISBN-13: 1668477378

DOWNLOAD EBOOK

Digital marketing emerged as a natural response by companies and vendors to leverage and benefit from the significant consumer concentration on digital channels. This proliferation of IT applications and the enormous presence of customers in digital channels generate a large number of products and customer data. Machine learning and artificial intelligence are game-changing techniques in digital marketing to analyze this data. This analysis helps marketers to personalize the sales tools toward individuals, optimize their operations, and minimize expenditure. Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence demonstrates relevant theories of digital marketing along with tools, techniques, methods, and strategies. It also identifies the research gaps for effective digital marketing tools, techniques, and methods and builds a bridge between digital marketing strategies and business plans for organizations. Covering topics such as digital marketing, metaverse, and visitor experience, this premier reference source is an essential resource for business leaders and managers, marketers, IT managers, data analysts, social media analysts, students and educators of higher education, researchers, and academicians.