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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.
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| Edición: | First edition. |
| Colección: | Review of marketing research ;
v. 16. |
| Temas: | |
| Acceso en línea: | Texto completo Texto completo |
Tabla de Contenidos:
- 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.