Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing.

Part 1: Foundations of Digital Marketing

Part 2: Methodologies and Theories in Digital Marketing

Part 3: Channels and Platforms in Digital Marketing

Part 4: Tools, Tactics and Techniques in Digital Marketing

Part 5: Management and Metrics in Digital Marketing

Part 6: Ethical Issues in Digital Marketing

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Yes, you can access The SAGE Handbook of Digital Marketing by Annmarie Hanlon, Tracy L. Tuten, Annmarie Hanlon,Tracy L. Tuten,Author in PDF and/or ePUB format, as well as other popular books in Business & Digital Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher

SAGE Publications Ltd

Year

2022

Print ISBN

9781529743791

eBook ISBN

9781529788440

Edition

Topic

Business

Subtopic

Digital Marketing

Index

Business

Cover
Half Title
Title Page
Copyright Page
Contents
List of Figures
List of Tables
Notes on the Editors and Contributors
Part I Foundations of Digital Marketing
Chapter 1 Introduction to Digital Marketing
Chapter 2 Customer Journey as Participatory Service Ecosystem
Chapter 3 Experiential Marketing in a Digital Era
Chapter 4 Marketing Automation: A Design Perspective
5 Big Data Marketing: Context and Affordances
Part II Methodologies and Theories in Digital Marketing
Chapter 6 Origins and Development of online communities and Their Role in Marketing Research
Chapter 7 The Technology Acceptance Model (TAM): Antecedents and Consequences
Chapter 8 The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing
Chapter 9 The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours
Chapter 10 Qualitative insights for digital marketing
Part III Channels and Platforms in Digital Marketing
Chapter 11 Reinventing Email Marketing through a Personalisation Strategy
Chapter 12 Price Comparison Websites
Chapter 13 e-Commerce Purposes and Types from the Perspective of Transaction Cost Economics
Chapter 14 The relationship between e-commerce and social Commerce: Subset, Evolution or New Paradigm?
Chapter 15 The Role of Mobile Technologies in Digital Marketing and Sales
Chapter 16 The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality
Part IV Tools, Tactics and Techniques in Digital Marketing
Chapter 17 Creative Crowdsourcing: A Marketing Strategy for Innovative Companies
Chapter 18 Digital Content Marketing
Chapter 19 Programmatic Advertising
Chapter 20 The Role of Push Notifications
Chapter 21 The Chatbot Revolution: Companies and Consumers in a New Digital Age
Chapter 22 Voice Marketing
Part V Management and Metrics in Digital Marketing
Chapter 23 How Organizations Measure, Manage and Monitor Digital Marketing
Chapter 24 Key Factors in Online Community Management
Chapter 25 Love, Hate and Everything in between: Online Complainants’ Emotions during Service Recovery Episodes
Chapter 26 Digital Advertising: Measurement, Metrics and Future Research Agenda
Part VI Ethical Issues in Digital Marketing
Chapter 27 Research Ethics in Digital and Social Media Marketing Research
Chapter 28 Managing the Message, from Fake News to Filter Bubbles
Chapter 29 Brandjacking in Paid Search: An Unresolved Problem
Chapter 30 Talk to Me – the Rise of Voice Assistants and Smart Speakers: A Balance between Efficiency and Privacy
Chapter 31 Privacy Regulation in the Age of Artificial Intelligence
Index

About this book

Frequently asked questions

Information

Table of contents