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Integrated Digital Marketing in Practice by Andrew Corcoran (2023, Hardcover)

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Integrated Marketing in Practice, Hardcover by Corcoran, Andrew, ISBN 100920436X, ISBN-13 9781009204361, Brand New, Free shipping in the US

About this product

Product Identifiers

PublisherCambridge University Press

ISBN-10100920436X

ISBN-139781009204361

eBay Product ID (ePID)28058375378

Product Key Features

Book TitleIntegrated Digital Marketing in Practice

Number of Pages400 Pages

LanguageEnglish

TopicMarketing / General, Commerce

Publication Year2023

IllustratorYes

GenreBusiness & Economics

AuthorAndrew Corcoran

FormatHardcover

Dimensions

Item Height0.9 in

Item Length9.8 in

Item Width6.9 in

Additional Product Features

LCCN2022-056945

Reviews'In this book, Professor Andrew Corcoran deploys all his knowledge and professional expertise in the field to analyse the transformative impact of new digital technologies on Marketing. Digital transformations affect not only business models and common business practices, but also impact the strategy, creativity, innovation processes, customers' behaviour, and the ways customers and firms interact. The book's format allows a vivid description of the panoply of different issues linked to digitalisation and new marketing trends. Especially interesting and instructive is the section 'End of chapter case' which applies the findings of each chapter to real situations. Integrated Digital Marketing in Practice is an invaluable guide to understanding all the challenges and opportunities opened by the profound transformations of the digital age. Indeed, an obligatory reference book.' Félix-Fernando Muñoz, Universidad Autónoma de Madrid, Spain

Dewey Edition23

Dewey Decimal658.872

Table Of ContentContents; 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.

SynopsisA 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, with a wide range of learning features and instructor resources., 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.

LC Classification NumberHF5415.1265C677 2023