Readers will learn service quality, peer pressure, online reviewers' effect in the digital environment to aid in understanding the various risks and challenges involved in the digital environment, ...with examples of changing business and consumer scenario case studies as a result of Digital Transformation.
Since our 10th Anniversary Edition of eMarketing: The Essential Guide to Marketing in a Digital World, we have witnessed a global wave of change that has had an undeniable impact on how we live, ...connect, and communicate worldwide. There is no doubt that the COVID-19 pandemic has, and will continue to have, a lasting effect on human reality. With this in mind, we are incredibly proud to present the 7th Edition of our textbook.
Online Reputation Management in Destination and Hospitality's comprehensive collection of research decodifies the best practices existing in the market, developing innovative strategies for tourism, ...hospitality, and destination managers to tailor marketing communication strategies to attract attention and boost their reputation.
Sustainable marketing practice is essential for developing a more comprehensive understanding of consumers’ purchase decisions in dynamic digital marketing environments. Scholars and practitioners ...conceive sustainable marketing practices as episodic, predicated on temporal practices in response to emerging digital environments. Consumers are increasingly becoming aware of the ecological issues that their consumption creates in the marketplace. Despite the importance of sustainable practices, when and how sustainability occurs regarding the consumer’s purchase decision remains largely unexplored. In part, this is because the practices of sustainability in the emerging computer-mediated marketing environments (CMMEs) are difficult to anticipate and study. Much of what we know about sustainable marketing practice is mainly focused on customer–brand relationships. Prior literature examining sustainable marketing practice through CMMEs remains sparse, despite consistent emphasis on the benefits of sustainable marketing practices in the emerging digital world.
Developing Digital Marketing: Relationship Perspectivesprovides a holistic perspective about the role of digital marketing in the global economy, helping readers to understand the shift from ...traditional marketing to more novel and innovative forms.
"Digital marketing has transformed how businesses and other organisations communicate with their audiences. Consumers now have access to a much wider choice of entertainment, products, services and ...prices from different suppliers and a more convenient way to select and purchase items. Organisations have the opportunity to expand into new markets, offer new services, interact with audiences in new ways and compete on a more equal footing with larger businesses. Marketers working within these organisations have the opportunity to develop new skills and to integrate these new tools to improve the competitiveness of the company".
Branded Content Hardy, Jonathan
2022, 2018, 2021-08-27
eBook
This is a critical study of the changing relationship between media and marketing communications in the digital age. It examines the growth of content funded by brands, including brands’ own media, ...native advertising, and the integration of branded content across film, television, journalism and publishing, online, mobile, and social media.
This ambitious historical, empirical, and theoretical study examines industry practices, policies, and ‘problems’, advancing a framework for analysis of communications governance. Featuring examples from the UK, US, EU, Asia, and other regions, it illustrates and explains industry practices, forms, and formats and their relationship with changing market conditions, policies, and regulation. The book provides a wide-ranging and incisive guide to contemporary advertising and media practices, to different arguments and perspectives on these practices arising in industry, policy, and academic contexts, and to the contribution made by critical scholarship, past and present. It also offers a critical review of industry, regulatory, societal, and academic literatures.
Jonathan Hardy examines the erosion of the principle of separating advertising and media and calls for a new framework for distinguishing marketing communications across 21st century communications. With a focus on key issues in industry, policy, and academic contexts, this is essential reading for students of media industries, advertising, marketing, and digital media.
This short form textbook provides readers with a comprehensive yet concise overview of the fundamentals of Digital Marketing.
The author, a well-renowned teacher and writer on the subject, presents a ...concise and clear structure that works step by step through each of the core aspects of the subject, including SEO, metrics and analytics, web development, e-commerce, social media and digital marketing strategy.
Presented in nine chapters to suit delivery periods at both undergraduate and postgraduate levels, this book can be used either as a core text that gives tutors a sound platform on which to structure a module on digital marketing or as supporting text where digital marketing is an element of a module with a broader scope, such as strategic marketing.
Pedagogical features include an essential summary paragraph at the start of each chapter, focused references and further reading. There is also online teaching and learning support for both in-class and digital delivery, including suggested case studies, chapter questions and other activities.
Attention Economics; Conspiracy Theory; Philosophy; Democracy; Information; Digital Authority; Digitial Slavery; Donald Trump; Information Age; Misinformation; Politics; Populism; Social Media
