Digital marketing has gained ascendancy as the modern communication
method used by most organizations through its ability to transcend
geographic restrictions. Developing Digital Marketing: Relationship
Perspectives provides a holistic perspective about the role of
digital marketing in the global economy. Each chapter offers a
different perspective about the importance of digital marketing in
the knowledge economy, helping readers to understand the shift from
traditional marketing to more novel and innovative forms that are
derived from digital marketing functions. Themes explored
throughout the book include: * Service Encounters via Social Media
and Customer Relationships * Digital and Organizational
Storytelling * Artificial Intelligence and Customer Experience *
Sustainability Project Partnerships As the nature of these digital
practices is evolving Developing Digital Marketing: Relationship
Perspectives views the concept of digital marketing as now in
constant flux, with the edited chapters paving the way to a better
appreciation of how digital marketing is changing particularly
through issues such as environmental sustainability in the current
business environment.
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