統合型デジタル・マーケティングの実践 Integrated Digital Marketing in Practice

著者名：Corcoran, Andrew

Cambridge University Press（2023/04/13発売）

• 言語：ENG
• ISBN：9781009204361
• eISBN：9781009204354

Description

Integrated Digital Marketing in Practice is a comprehensive guide to the transformative effect of digital technologies on all of the key practices of marketing. Considering a broad range of organization types, sizes and markets, this book provides an all-encompassing view of how digital technologies help marketers understand, anticipate and deliver on customer needs as efficiently and effectively as possible. Students will benefit from the clear structure and rich learning features, including case studies, key concepts in brief, digital and research insight boxes, review questions and skills development boxes. Instructor resources include model answers to practice exam questions, teaching slides, group discussion ideas, and practice activities.

Table of Contents

Contents; 1. Origins: definition, drivers, and impact; 2. Insights: big data and analytics; 3. The big picture: strategy, innovation and value; 4. The digital customer: attitudes and behaviours; 5. Digital relationships and the customer experience; 6. Digital marketing networks and partnerships; 7. Promotion in a complex online environment; 8. Digitally-enabled creativity and innovation; 9. Emerging challenges and opportunities; 10. Working in digital marketing.