The SAGE handbook of digital marketing:
Gespeichert in:
| Weitere Verfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Los Angeles ; London ; New Delhi ; Singapore ; Washington, DC ; Melbourne
Sage
[2022]
|
| Schriftenreihe: | Sage reference
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | wird zusammen mit SAGE handbook of social media marketing auch als Paket unter der ISBN 978-1-5297-5216-8 angeboten, UB ER-N 09.08.2022 |
| Beschreibung: | xxii, 570 Seiten Illustrationen, Diagramme |
| ISBN: | 9781529743791 |
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Datensatz im Suchindex
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| adam_text | Contents List of Figures List of Tables Notes on the Editors and Contributors PART I 1. viii x xi FOUNDATIONS OF DIGITAL MARKETING 1 Introduction to Digital Marketing Annmarie Hanlon and Tracy L. Tuten 3 2. Customer Journey as Participatory Service Ecosystem Julia Wolny 17 3. Experiential Marketing in a Digital Era Ann Torres and Áine Doherty 33 4. Marketing Automation: A Design Perspective Declan Scully 54 5. Big Data Marketing: Context and Affordances Leon Michael Caesarius and Jukka Hohenthal 68 PART II METHODOLOGIES AND THEORIES IN DIGITAL MARKETING 6. Origins and Development of Online Communities and Their Role in Marketing Research Datane Scaraboto and Marcia Christina Ferreira 81 83 Ί. The Technology Acceptance Model (TAM): Antecedents and Consequences Vasilis Theoharakis and Nikos Mylonopoulos 8. The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing Paolo Franco 100 118 9. The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours Hongfei Liu, Ahmed Shaalan and Chanaka Jayawardhena 136 10. Qualitative Insights for Digital Marketing Marcia Christina Ferreira and Datane Scaraboto 159
vi THE SAGE HANDBOOK OF DIGITAL MARKETING CHANNELS AND PLATFORMS IN DIGITAL MARKETING 179 11. Reinventing Email Marketing through a Personalisation Strategy Alanah Malkani 181 12. Price Comparison Websites Des Laffey 198 13. e-Commerce Purposes and Types from the Perspective of Transaction Cost Economics Aras Alkış 213 The Relationship between e-Commerce and Social Commerce: Subset, Evolution or New Paradigm? Bairbre Brennan 238 PART ІП 14. 15. The Role of Mobile Technologies in Digital Marketing and Sales Lara Stocchi 16. The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality Sereikhuoch Eng PART IV TOOLS, TACTICS AND TECHNIQUES IN DIGITAL MARKETING 256 276 293 295 17. Creative Crowdsourcing: A Marketing Strategy for Innovative Companies Nadia Steils and Salwa Hanine 18. Digital Content Marketing Inna Piven 310 19. Programmatic Advertising RamaprasadM. Unni 330 20. The Role of Push Notifications Diana Gavilan 349 21. The Chatbot Revolution: Companies and Consumers in a New Digital Age Ahmed Shaalan, Marwa E. Tourky and Khaled Ibrahim 369 22. Voice Marketing Alice Zoghaib 393
CONTENTS vii PARTV MANAGEMENT AND METRICS IN DIGITAL MARKETING 409 23. How Organizations Measure, Manage and Monitor Digital Marketing Jeremy Harris Lipschultz 411 24. Key Factors in Online Conununity Management David W Peck 426 25. Love, Hate and Everything in between: Online Complainants’ Emotions during Service Recovery Episodes Wolfgang J. Weitzl and Marie-Thérèse Fleischer 26. Digital Advertising: Measurement, Metrics and Future Research Agenda Sarah Turnbull PART VI 27. ETHICAL ISSUES IN DIGITAL MARKETING Research Ethics in Digital and Social Media Marketing Research Sarah Quinton and Nina Reynolds 441 465 479 481 28. Managing the Message, from Fake News to Filter Bubbles David Lynn Painter and Raghabendra Pratap КС 496 29. Brandjacking in Paid Search: An Unresolved Problem Peter O’Connor 515 30. Talk to Me - the Rise of Voice Assistants and Smart Speakers: A Balance between Efficiency and Privacy Sven Tuzovic 31. Index Privacy Regulation in the Age of Artificial Intelligence Christelle Aubert-Hassouni and Julien Cloarec 529 544 557
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| adam_txt |
Contents List of Figures List of Tables Notes on the Editors and Contributors PART I 1. viii x xi FOUNDATIONS OF DIGITAL MARKETING 1 Introduction to Digital Marketing Annmarie Hanlon and Tracy L. Tuten 3 2. Customer Journey as Participatory Service Ecosystem Julia Wolny 17 3. Experiential Marketing in a Digital Era Ann Torres and Áine Doherty 33 4. Marketing Automation: A Design Perspective Declan Scully 54 5. Big Data Marketing: Context and Affordances Leon Michael Caesarius and Jukka Hohenthal 68 PART II METHODOLOGIES AND THEORIES IN DIGITAL MARKETING 6. Origins and Development of Online Communities and Their Role in Marketing Research Datane Scaraboto and Marcia Christina Ferreira 81 83 Ί. The Technology Acceptance Model (TAM): Antecedents and Consequences Vasilis Theoharakis and Nikos Mylonopoulos 8. The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing Paolo Franco 100 118 9. The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours Hongfei Liu, Ahmed Shaalan and Chanaka Jayawardhena 136 10. Qualitative Insights for Digital Marketing Marcia Christina Ferreira and Datane Scaraboto 159
vi THE SAGE HANDBOOK OF DIGITAL MARKETING CHANNELS AND PLATFORMS IN DIGITAL MARKETING 179 11. Reinventing Email Marketing through a Personalisation Strategy Alanah Malkani 181 12. Price Comparison Websites Des Laffey 198 13. e-Commerce Purposes and Types from the Perspective of Transaction Cost Economics Aras Alkış 213 The Relationship between e-Commerce and Social Commerce: Subset, Evolution or New Paradigm? Bairbre Brennan 238 PART ІП 14. 15. The Role of Mobile Technologies in Digital Marketing and Sales Lara Stocchi 16. The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality Sereikhuoch Eng PART IV TOOLS, TACTICS AND TECHNIQUES IN DIGITAL MARKETING 256 276 293 295 17. Creative Crowdsourcing: A Marketing Strategy for Innovative Companies Nadia Steils and Salwa Hanine 18. Digital Content Marketing Inna Piven 310 19. Programmatic Advertising RamaprasadM. Unni 330 20. The Role of Push Notifications Diana Gavilan 349 21. The Chatbot Revolution: Companies and Consumers in a New Digital Age Ahmed Shaalan, Marwa E. Tourky and Khaled Ibrahim 369 22. Voice Marketing Alice Zoghaib 393
CONTENTS vii PARTV MANAGEMENT AND METRICS IN DIGITAL MARKETING 409 23. How Organizations Measure, Manage and Monitor Digital Marketing Jeremy Harris Lipschultz 411 24. Key Factors in Online Conununity Management David W Peck 426 25. Love, Hate and Everything in between: Online Complainants’ Emotions during Service Recovery Episodes Wolfgang J. Weitzl and Marie-Thérèse Fleischer 26. Digital Advertising: Measurement, Metrics and Future Research Agenda Sarah Turnbull PART VI 27. ETHICAL ISSUES IN DIGITAL MARKETING Research Ethics in Digital and Social Media Marketing Research Sarah Quinton and Nina Reynolds 441 465 479 481 28. Managing the Message, from Fake News to Filter Bubbles David Lynn Painter and Raghabendra Pratap КС 496 29. Brandjacking in Paid Search: An Unresolved Problem Peter O’Connor 515 30. Talk to Me - the Rise of Voice Assistants and Smart Speakers: A Balance between Efficiency and Privacy Sven Tuzovic 31. Index Privacy Regulation in the Age of Artificial Intelligence Christelle Aubert-Hassouni and Julien Cloarec 529 544 557 |
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| isbn | 9781529743791 |
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| spelling | The SAGE handbook of digital marketing edited by Annmarie Hanlon and Tracy L. Tuten Digital marketing Los Angeles ; London ; New Delhi ; Singapore ; Washington, DC ; Melbourne Sage [2022] © 2022 xxii, 570 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Sage reference wird zusammen mit SAGE handbook of social media marketing auch als Paket unter der ISBN 978-1-5297-5216-8 angeboten, UB ER-N 09.08.2022 Digitalisierung (DE-588)4123065-6 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Marketing (DE-588)4037589-4 s Digitalisierung (DE-588)4123065-6 s DE-604 Online-Marketing (DE-588)7706419-7 s Hanlon, Annmarie (DE-588)1179195892 edt Tuten, Tracy L. 1967- (DE-588)1033004073 edt Erscheint auch als Online-Ausgabe 978-1-5297-8250-9 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033756019&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | The SAGE handbook of digital marketing Digitalisierung (DE-588)4123065-6 gnd Online-Marketing (DE-588)7706419-7 gnd Marketing (DE-588)4037589-4 gnd |
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| title | The SAGE handbook of digital marketing |
| title_alt | Digital marketing |
| title_auth | The SAGE handbook of digital marketing |
| title_exact_search | The SAGE handbook of digital marketing |
| title_exact_search_txtP | The SAGE handbook of digital marketing |
| title_full | The SAGE handbook of digital marketing edited by Annmarie Hanlon and Tracy L. Tuten |
| title_fullStr | The SAGE handbook of digital marketing edited by Annmarie Hanlon and Tracy L. Tuten |
| title_full_unstemmed | The SAGE handbook of digital marketing edited by Annmarie Hanlon and Tracy L. Tuten |
| title_short | The SAGE handbook of digital marketing |
| title_sort | the sage handbook of digital marketing |
| topic | Digitalisierung (DE-588)4123065-6 gnd Online-Marketing (DE-588)7706419-7 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Digitalisierung Online-Marketing Marketing Aufsatzsammlung |
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