Digital marketing is not a new concept, it is not a trend, and it is not a fad either. Digital marketing has existed for over twenty years and is currently applied in all areas and marketing activities. For this reason, it is necessary to know the changes it has brought about, both in the theoretica...

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1. Verfasser:	Botelho Pires, Paulo (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Boca Raton Taylor & Francis 2024
Schlagworte:	bicssc / Advertising bicssc / Economics bisacsh / BUSINESS & ECONOMICS / Management Science bisacsh / BUSINESS & ECONOMICS / Economics / General bisacsh / SCIENCE / Life Sciences / General
Zusammenfassung:	Digital marketing is not a new concept, it is not a trend, and it is not a fad either. Digital marketing has existed for over twenty years and is currently applied in all areas and marketing activities. For this reason, it is necessary to know the changes it has brought about, both in the theoretical framework, so that it can be taught, and from an empirical perspective, so that it can be applied in real contexts. The changes have been profound and far-reaching.This work addresses this theme, aiming to analyse the transversal impact of the digital in the different marketing sectors, describing the profound changes that the digital has provoked in the main marketing activities and their sectors, also referring to the current practices in use in each included topic. It begins by looking at the classic marketing topics, opening with an analysis of the impact that digital has had and is having on the marketing strategy of organisations, moving on to the study of consumer behaviour in an era of continuous use of electronic devices. This is followed by a new topic which is marketing research and data analysis, in a context where managers now have, more data, information and knowledge about the organisation, competitors, consumers and the wider environment than ever before. Marketing themes were also identified that have been significantly changed with digital. Communication is another of the themes of reference, with profound changes in recent times, followed by management of sales teams, supply chain management, relationship marketing, and internal marketing. The last chapters are also relevant contributions, being dedicated to marketing sectors: services, B2B marketing, internationalisation, politics, tourism, and NGOs
Beschreibung:	Preface. PART 1: INTRODUCTION TO DIGITAL MARKETING. Advantages and Conditions of Digital Marketing. The impact of Digital on Marketing Strategy. The Behavior of the Digital Consumer. PART 2: DOING MARKETING RESEARCH. The Digital Research Revolution. The Broadening Horizon of Digital Marketing: Investigating its Transversal Impact. PART 3: THE DIGITALIZATION OF BUSINESS SALES. Digital Technologies and the Issues, Tasks, and Knowledge of Sales Teams. Relationship Marketing in the Age of Digital Marketing. PART 4: BUSINESS LEVERAGED ON DIGITAL MARKETING. Pre-Sales and Social Media Strategies’ Role in the Customer Journey. The Age of Digital Services Marketing. Go International with Digital Transformation. Internal Marketing Supported by Digital Marketing. Tourism and Digital Marketing. PART 5: DIGITAL MARKETING EXPANDED. Digital Marketing in Nonprofit Organizations Conceptual Background and Recommendations for Practitioners. Ensure Video Game Success with Digital Marketing. Index.
Beschreibung:	302 Seiten 644 gr
ISBN:	9781032471730