Advanced Introduction to Digital Marketing

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Utpal Dholakia, George R. Brown Professor of Marketing, Jones Graduate School of Business, Rice University, US

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.