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Books > Business & Economics > Business & management > Sales & marketing > Market research
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Marketing in a Digital World (Hardcover)
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Marketing in a Digital World (Hardcover)
Series: Review of Marketing Research
Expected to ship within 12 - 19 working days
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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.
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