Elgar Advanced Introductions are stimulating and thoughtful
introductions to major fields in the social sciences, business and law,
expertly written by the world’s leading scholars. Designed to be
accessible yet rigorous, they offer concise and lucid surveys of the
substantive and policy issues associated with discrete subject areas.
The Advanced Introduction to Digital Marketing identifies the core
concepts of research on digital marketing and provides theoretical
frameworks and empirical findings. Topics such as digital product
evolution, marketing strategy, and research on place, price, and
promotion are thoroughly reviewed alongside controversial areas such as
the harmful effects of technology on consumers. It also suggests
research opportunities for those wishing to explore a particular area
in greater depth.
Key Features:
- Builds upon influential articles to advance knowledge
- Provides a state-of-the-art review for each area of digital
marketing
- Showcases an original Customer-Centric Digital Marketing
Framework to effectively organise digital marketing research
This Advanced Introduction will be a crucial read for scholars and
researchers of marketing and those working with brand marketing,
customer experience and social media.
General
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