The SAGE Handbook of Digital Marketing
eBook - ePub

The SAGE Handbook of Digital Marketing

Annmarie Hanlon,Tracy L. Tuten

  1. 592 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

The SAGE Handbook of Digital Marketing

Annmarie Hanlon,Tracy L. Tuten

Book details
Table of contents
Citations

About This Book

Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike.This Handbookstrives to advance the study and understanding of this domain andprovides 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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Information

Publisher
SAGE Publications Ltd
Year
2022
ISBN
9781529788440
Edition
1
Topic
Business
Subtopic
Digital Marketing
Index
Business

Table of contents

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