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Principles Of Marketing For A Digital Age

Principles of Marketing for a Digital Age PDF

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Author: Tracy L. Tuten
Publisher: SAGE
ISBN: 1526485370
Size: 54.21 MB
Format: PDF, ePub
Category : Business & Economics
Languages : en
Pages : 496
View: 4511

Book Description: Student-led in its design and development, the book incorporates digital marketing as central to what marketers do, and combines quality examples, assessment and online resources to support the teaching and learning of introductory marketing in a digital age. The author integrates digital and social media marketing throughout the chapters and through student involvement in the development of it, the text has been made to be approachable and to appeal to students, with infographics, numerous images, and an engaging writing style. It facilitates the “flipped” approach to classroom teaching and is supported by a number of features and activities in every chapter, encouraging students to undertake course reading, class participation and revision. It includes case studies from global companies such as Nutella, Google, L’Oreal, Netflix, Airbnb, BirchBox, Uber, FitBit, Visit California and Coca-Cola. It also takes a social view of marketing, featuring cases tied to the UN’s PRME initiative to aid students in becoming sustainably-minded individuals. The book is complemented by online instructor resources, including chapter-specific PowerPoint slides, an instructor manual, flipped classroom activities, as well as open access multiple choice questions (with solutions), videos, case studies, weblinks, a glossary and SAGE journal articles for students. To find out more and for a quick sneak peek, watch our video on the book's story.


Marketing In The Digital Age

Marketing in the Digital Age PDF

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Author: Eric D Schulz
Publisher:
ISBN: 9781078159999
Size: 41.74 MB
Format: PDF, ePub, Mobi
Category :
Languages : en
Pages : 374
View: 6446

Book Description: Artificial intelligence, marketing automation and digital marketing tools help marketers target and reach consumers more effectively than ever before.There's a lot to understand in this new high-tech environment - social influencers, contextual digital ads, search engine optimization, paid search, Google Display Network, Facebook, pay-per-click, keyword auctions, programmatic advertising, social media marketing, walled gardens, email marketing, texting, mobile marketing, native advertising, content marketing, Amazon and more.This book is designed to help you understand and make sense of digital marketing innovation and how it integrates with traditional marketing best practices and strategies, creating a framework that will help you develop and execute successful marketing plans in this digital-first world.


Marketing In The Digital Age

Marketing in the Digital Age PDF

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Author: John O'Connor
Publisher: Financial Times/Prentice Hall
ISBN:
Size: 41.38 MB
Format: PDF, ePub, Docs
Category : Business & Economics
Languages : en
Pages : 216
View: 1525

Book Description: The second edition of this text has been thoroughly revised and updated. New features include extra material on e-commerce, customer retention, sales-force automation and loyalty. A Website linked to the book guides students to other relevant sites.


Membership Marketing In The Digital Age

Membership Marketing in the Digital Age PDF

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Author: Patricia Rich
Publisher: Rowman & Littlefield
ISBN: 1442259825
Size: 76.37 MB
Format: PDF
Category : Business & Economics
Languages : en
Pages : 446
View: 5623

Book Description: Membership marketing and management is an ever more demanding role within the institutions served—meeting fiscal demands, keeping pace with online marketing opportunities, and making data-driven decisions. The demands are diverse and ever-changing. This book addresses all aspects of management, expectations and productivity of a membership program in the digital age. Benchmarking, best practices and realistic outcomes are presented. Membership Marketing In The Digital Age is a membership manager’s reference book to what works and how on relevant topics such as: Member acquisition Membership planning and projections Membership retention and renewals Membership servicing, engagement and loyalty It features over seventy illustrations including reproductions of marketing pieces and management tools used by leading museums and libraries across the country. Here’s a book that will help your museum or library generate many times the purchase price through better practices that will increase your membership many times over.


Relationship Marketing In The Digital Age

Relationship Marketing in the Digital Age PDF

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Author: Robert W. Palmatier
Publisher: Routledge
ISBN: 1351388231
Size: 76.27 MB
Format: PDF
Category : Business & Economics
Languages : en
Pages : 244
View: 663

Book Description: The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world—including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age—strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer–seller relationships.


The New Marketing

The New Marketing PDF

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Author: Cheryl Burgess
Publisher: SAGE
ISBN: 152973830X
Size: 34.86 MB
Format: PDF, ePub, Docs
Category : Business & Economics
Languages : en
Pages : 288
View: 4932

Book Description: In our hyper-connected world that is changing at warp speed, marketers recognize the need to shift from traditional marketing methods to a new way that can help them better navigate the unpredictable environment. For traditionalists, this change has posed a challenge. Many have tried to incorporate new approaches into the old models they grew up with, only to be frustrated with the results. From the bestselling authors of The Social Employee, and LinkedIn Learning course authors, comes a powerful new textbook that cracks the marketing code in our hyper-focused digital age. The New Marketing, with contributions spanning CMO trailblazers to martech disruptors, behavioral economics luminaries at Yale to leading marketing thinkers at Kellogg and Wharton, is a GPS for navigating in a digital world and moves the craft of marketing through the forces of marketing transformation. We can’t predict the future. But our goal is to help make Masters/MBA students and marketing practitioners future-ready and successful.


Marketing In The Digital Age

Marketing in the Digital Age PDF

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Author: Dinesh Kumar
Publisher: Sage Publications Pvt. Limited
ISBN: 9789353887681
Size: 20.25 MB
Format: PDF, Kindle
Category :
Languages : en
Pages :
View: 2867

Book Description: A comprehensive and engaging textbook on use and application of digital tools in marketing in a rapidly changing world. This textbook describes how digital methods can enhance marketing experience by going beyond cliched metrics of likes and shares in marketing strategies. Marketing in the Digital Age takes the view that the path to the future must integrate both marketing and digital knowhow and exemplifies how digital marketing is more than just spreading the message using digital tools. This path-breaking textbook is for students who wish to understand marketing in a rapidly changing environment. It offers a fresh approach towards all the core areas of marketing, including segmentation, product development, promotion, pricing, going to the market and relationship building. Key Features: - Offers conceptual clarity and refreshing treatment of digital tools in marketing - Encourages the readers to adopt a critical approach to standard aspects of marketing and traditional notions of the use of the digital in businesses - Includes chapters that come with a plethora of exhibits and case studies from India and abroad - Contains rich pedagogical features to aid teaching¬--learning in the classroom--learning objectives, chapter-end summary, key terms, concept review and critical thinking questions, ideas for projects and group assignments, and much more


Email Marketing In A Digital Age

Email Marketing in A Digital Age PDF

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Author: FRANK DAPPAH
Publisher: OSTRICH PUBLISHERS
ISBN: 1085854426
Size: 31.77 MB
Format: PDF, ePub, Mobi
Category : Business & Economics
Languages : en
Pages : 133
View: 2176

Book Description: Email Marketing in A Digital Age is a simple, easy-to-read guide on Email marketing. This 150-page book will guide any small business owner or entrepreneur through the process of setting up and deploying effective email marketing campaigns. You will also learn how to incorporate Social media into your email marketing strategy, and many more.


Marketing Strategy In The Digital Age Applying Kotler S Strategies To Digital Marketing

Marketing Strategy In The Digital Age  Applying Kotler s Strategies To Digital Marketing PDF

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Author: Tiger Cao
Publisher: World Scientific
ISBN: 9811216991
Size: 66.77 MB
Format: PDF, ePub, Docs
Category : Business & Economics
Languages : en
Pages : 404
View: 648

Book Description: The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.


Corporate Social Responsibility In The Digital Age

Corporate Social Responsibility in the Digital Age PDF

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Author: Ana Adi
Publisher: Emerald Group Publishing
ISBN: 1784415812
Size: 72.80 MB
Format: PDF
Category : Business & Economics
Languages : en
Pages : 288
View: 5844

Book Description: With social and digital media reshaping the way business is conducted, and the number of companies embracing the new social medium, this book revisits CSR practices from a digital perspective. The volume explores the impact and influence of the new 'social' on responsibility and its feasibility, measurability and success in a boundary-less world.


Aesthetic Clinic Marketing In The Digital Age

Aesthetic Clinic Marketing in the Digital Age PDF

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Author: Wendy Lewis
Publisher: CRC Press
ISBN: 1351230662
Size: 58.77 MB
Format: PDF, ePub, Docs
Category : Medical
Languages : en
Pages : 125
View: 7744

Book Description: Social media provides a new way for aesthetic practitioners to connect with consumers and to differentiate their clinics. However, to most clinic managers and practitioners, digital media represents a sea of confusion that they cannot even begin to know how to navigate. With over 20 years of experience in medical aesthetics, Lewis offers a unique understanding of the challenges clinics face every day to market their products and services ethically, manage patients and stay profitable. This text serves as an expert user's guide written specifically for healthcare professionals in need of an in-depth introduction and comprehensive actionable program for digital marketing, social media, and aesthetic clinic management. It is a must-read for practitioners.