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Marketing in a digital world /
Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their understand...
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bingley, UK :
Emerald Publishing Limited,
2019.
|
| Edición: | First edition. |
| Colección: | Review of marketing research ;
v. 16. |
| Temas: | |
| Acceso en línea: | Texto completo Texto completo |
MARC
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| 245 | 0 | 0 | |a Marketing in a digital world / |c edited by Aric Rindfleisch, Alan J. Malter. |
| 250 | |a First edition. | ||
| 264 | 1 | |a Bingley, UK : |b Emerald Publishing Limited, |c 2019. | |
| 264 | 4 | |c ©2019 | |
| 300 | |a 1 online resource (xxiii, 217 pages) : |b illustrations | ||
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| 490 | 1 | |a Review of marketing research ; |v volume 16 | |
| 500 | |a Data Privacy and Mobile User Experience | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a Transitioning to a digital world / Alan J. Malter and Aric Rindfleisch -- Marketing in the digital age : a moveable feast of information / Kristen Lane and Sidney J. Levy -- The impact of digital innovations on marketing and consumers / Brian T. Ratchford -- Big and lean is beautiful : a conceptual framework for data-based learning in marketing management / Emre Soyer, Koen Pauwels and Steven H. Seggie -- The growing importance of software as a driver of value exchange / Charles F. Hofacker -- Mobile marketing 2.0 : state of the art and research agenda / Unnati Narang and Venkatesh Shankar -- All's not well on the marketing frontlines : understanding the challenges of adverse technology--consumer interactions / Utpal Dholakia -- Perceived deception in online consumer reviews : antecedents, consequences, and moderators / Sergio Román, Isabel P. Riquelme and Dawn Iacobucci -- Self-manufacturing via 3D printing : implications for retailing thought and practice / Aric Rindfleisch, Alan J. Malter and Gregory J. Fisher. | |
| 520 | |a Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their understanding of marketing in a digital world. | ||
| 520 | |a Marketing in a Digital World focuses on how the digital revolution has affected the science and practice of marketing. Consisting of nine essays authored by some of the world's leading marketing scholars, this volume of Review of Marketing Research is forward-looking and illuminating. The book considers the nature and consequences of a number of important new digital technologies and practices, including human-machine communication, software, mobile marketing, online reviews, big data, 3D printing and a wide range of other digital innovations. Many of these technological developments were completely unanticipated and as such the transformation is still unfolding. Therefore, whilst consumers have largely embraced and actively co-create many of these new innovations, there are also growing concerns about privacy and other adverse effects of digital technology. Each essay provides a thoughtful examination of this rapidly shifting landscape and offers a set of bold ideas regarding its future impact on the foundations of marketing and consumption. The volume is essential reading for both scholars and managers seeking fresh insights into marketing and offers a number of exciting new concepts, propositions and predictions about marketing in the digital world. | ||
| 588 | 0 | |a Online resource; title from digital title page (viewed on December 06, 2019). | |
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| 650 | 0 | |a Marketing. | |
| 650 | 0 | |a Marketing |x Technological innovations. | |
| 650 | 0 | |a Marketing |x Data processing. | |
| 650 | 2 | |a Marketing | |
| 650 | 6 | |a Marketing. | |
| 650 | 6 | |a Marketing |x Innovations. | |
| 650 | 6 | |a Marketing |x Informatique. | |
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| 650 | 7 | |a Business & Economics |x Marketing |x General. |2 bisacsh | |
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| 650 | 7 | |a Marketing |x Data processing |2 fast | |
| 650 | 7 | |a Marketing |x Technological innovations |2 fast | |
| 650 | 7 | |a Marketing. |2 nbdbt | |
| 650 | 7 | |a Technologische innovatie. |2 nbdbt | |
| 700 | 1 | |a Rindfleisch, Aric, |e editor. | |
| 700 | 1 | |a Malter, Alan J., |e editor. | |
| 758 | |i has work: |a Marketing in a digital world (Text) |1 https://id.oclc.org/worldcat/entity/E39PCFWXVvHPvXDrdTxdd33jVK |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |t Marketing in a digital world. |b First edition. |d Bingley, UK : Emerald Publishing Limited, 2019 |z 9781787563407 |w (OCoLC)1096361939 |
| 830 | 0 | |a Review of marketing research ; |v v. 16. | |
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