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  • Developing Digital Marketing: Relationship Perspectives

    Developing Digital Marketing by Thaichon, Park; Ratten, Vanessa;

    Relationship Perspectives

      • Publisher's listprice GBP 73.99
      • The price is estimated because at the time of ordering we do not know what conversion rates will apply to HUF / product currency when the book arrives. In case HUF is weaker, the price increases slightly, in case HUF is stronger, the price goes lower slightly.

        35 348 Ft (33 665 Ft + 5% VAT)

    35 348 Ft

    db

    Availability

    printed on demand

    Why don't you give exact delivery time?

    Delivery time is estimated on our previous experiences. We give estimations only, because we order from outside Hungary, and the delivery time mainly depends on how quickly the publisher supplies the book. Faster or slower deliveries both happen, but we do our best to supply as quickly as possible.

    Product details:

    • Publisher Emerald Publishing Limited
    • Date of Publication 11 June 2021

    • ISBN 9781800713499
    • Binding Hardback
    • No. of pages224 pages
    • Size 229x152x16 mm
    • Weight 449 g
    • Language English
    • 169

    Categories

    Short description:

    Developing Digital Marketing: Relationship Perspectives provides a holistic perspective about the role of digital marketing in the global economy, helping readers to understand the shift from traditional marketing to more novel and innovative forms.

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    Long description:

    Digital marketing has gained ascendancy as the modern communication method used by most organizations through its ability to transcend geographic restrictions. Developing Digital Marketing: Relationship Perspectives provides a holistic perspective about the role of digital marketing in the global economy. Each chapter offers a different perspective about the importance of digital marketing in the knowledge economy, helping readers to understand the shift from traditional marketing to more novel and innovative forms that are derived from digital marketing functions.




    Themes explored throughout the book include:




    •Service Encounters via Social Media and Customer Relationships

    •Digital and Organizational Storytelling

    •Artificial Intelligence and Customer Experience

    •Sustainability Project Partnerships




    As the nature of these digital practices is evolving Developing Digital Marketing: Relationship Perspectives views the concept of digital marketing as now in constant flux, with the edited chapters paving the way to a better appreciation of how digital marketing is changing particularly through issues such as environmental sustainability in the current business environment.

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    Table of Contents:

    Chapter 1. The development and current trends of Digital Marketing and Relationship Perspectives in marketing research; Dung Le, Tuyet-Mai Nguyen, Sara Quach, Park Thaichon, and Vanessa Ratten

    Chapter 2. Abandonment Issues: Why Consumers Abandon Online Shopping Carts; Pemika Rochanapon, Michelle Stankovic, Matthew Barbera, Billy Sung, and Sean Lee

    Chapter 3. Digital Marketing and social entrepreneurship in Vietnam; Ngoc Le and Vanessa Ratten

    Chapter 4. Digital marketing and geopolitical uncertainty in banking portfolio management: Evidence for China Commercial Banks; Lazaros Ntasis, Christos E. Kountzakis, Konstantinos Koronios, Panagiotis E. Dimitropoulos, and Vanessa Ratten

    Chapter 5. Digital sport marketing; Vanessa Ratten and Ashleigh-Jane Thompson

    Chapter 6. Entrepreneurship education and digital marketing: What does the future hold?; Vanessa Ratten and Sumayya Rashid

    Chapter 7. Are we already living with Skynet? Anthropomorphic artificial intelligence to enhance customer experience; Rakibul Hasan, Park Thaichon, and Scott Weaven

    Chapter 8. Blurring the line between physical and digital environment: the impact of artificial intelligence on customers’ relationship and customer experience; Rakibul Hasan, Scott Weaven, and Park Thaichon

    Chapter 9. An Analysis of Subliminal Static Images and Words Using Eye Tracking Techniques; Anish Babu Zacharia and Nicolas Hamelin

    Chapter 10. Igniting the flame with electronic word-of-mouth in digital marketing; Yi Bu, Park Thaichon, and Joy Parkinson

    Chapter 11. The current trends and future direction of Digital Marketing and Relationship Perspectives in business practice; Tuyet-Mai Nguyen, Dung Le, Sara Quach, Park Thaichon, and Vanessa Ratten

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