Advanced Introduction to Digital Marketing

Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world’s leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas.

The Advanced Introduction to Digital Marketing identifies the core concepts of research on digital marketing and provides theoretical frameworks and empirical findings. Topics such as digital product evolution, marketing strategy, and research on place, price, and promotion are thoroughly reviewed alongside controversial areas such as the harmful effects of technology on consumers. It also suggests research opportunities for those wishing to explore a particular area in greater depth.

主要特点：

•为数字营销的每个领域提供最新的评论
• Builds upon influential articles to advance knowledge
• Showcases an original Customer-Centric Digital Marketing Framework to effectively organise digital marketing research

对于学者和营销研究人员以及与品牌营销，客户体验和社交媒体一起工作的人，这一高级介绍将是至关重要的阅读。