Digital marketing analyzing its transversal impact - Pires, Paulo Botelho 1967- (CRC Press, 2024)
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.