Advanced Introduction to Digital Marketing by Utpal Dholakia (English) Paperback

Description: FREE SHIPPING UK WIDE Advanced Introduction to Digital Marketing by Utpal Dholakia Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the worlds 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.Key Features:Builds upon influential articles to advance knowledgeProvides a state-of-the-art review for each area of digital marketingShowcases an original Customer-Centric Digital Marketing Framework to effectively organise digital marketing research This Advanced Introduction will be a crucial read for scholars and researchers of marketing and those working with brand marketing, customer experience and social media. FORMAT Paperback LANGUAGE English CONDITION Brand New Author Biography Utpal Dholakia, George R. Brown Professor of Marketing, Jones Graduate School of Business, Rice University, US Table of Contents Contents: Preface 1. The theoretical framework 2. The customer 3. The product 4. The place 5. The price 6. The promotion 7. The marketing strategy 8. Controversies and challenges References Index Review Professor Dholakias book shows clearly how "digital marketing" is not just "using digital technology to do the usual marketing things". The book is wide-ranging, eye-opening, insightful, creative, and provocative, drawing on Professor Dholakias own extensive research in these areas and from the most recent (and older) literature. It will not be the last word on these very important changes, but it should be read by anyone who wants to understand the significance of the changes that marketing is currently experiencing. Strongly Recommended! -- Rajeev Batra, University of Michigan, USAlthough there are many books and online resources on digital marketing, we still lack a good summary of the hard-won insights and perspectives that are based on academic research. Professor Dholakia draws upon his rich experiences as a teacher and researcher to offer us a fresh, authentic, and pragmatic overview of this topic. -- Arvind Rangaswamy, Pennsylvania State University, US Review Quote Professor Dholakias book shows clearly how "digital marketing" is not just "using digital technology to do the usual marketing things". The book is wide-ranging, eye-opening, insightful, creative, and provocative, drawing on Professor Dholakias own extensive research in these areas and from the most recent (and older) literature. It will not be the last word on these very important changes, but it should be read by anyone who wants to understand the significance of the changes that marketing is currently experiencing. Strongly Recommended! Details ISBN1803921072 Author Utpal Dholakia Language English Year 2022 ISBN-10 1803921072 ISBN-13 9781803921075 Format Paperback Publisher Edward Elgar Publishing Ltd Imprint Edward Elgar Publishing Ltd Place of Publication Cheltenham Country of Publication United Kingdom Pages 184 Publication Date 2022-10-21 UK Release Date 2022-10-21 AU Release Date 2022-10-21 NZ Release Date 2022-10-21 Series Elgar Advanced Introductions series DEWEY 658.872 Audience Tertiary & Higher Education We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! 30 DAY RETURN POLICY No questions asked, 30 day returns! FREE DELIVERY No matter where you are in the UK, delivery is free. SECURE PAYMENT Peace of mind by paying through PayPal and eBay Buyer Protection TheNile_Item_ID:161859583;

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