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Marketing in the Digital Age

Author : Eric D Schulz

Publisher :

Page : 374 pages

File Size : 18,6 MB

Release : 2019-07-07

Category :

ISBN : 9781078159999

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Book Description

Artificial intelligence, marketing automation and digital marketing tools help marketers target and reach consumers more effectively than ever before.There's a lot to understand in this new high-tech environment - social influencers, contextual digital ads, search engine optimization, paid search, Google Display Network, Facebook, pay-per-click, keyword auctions, programmatic advertising, social media marketing, walled gardens, email marketing, texting, mobile marketing, native advertising, content marketing, Amazon and more.This book is designed to help you understand and make sense of digital marketing innovation and how it integrates with traditional marketing best practices and strategies, creating a framework that will help you develop and execute successful marketing plans in this digital-first world.



Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing

Author : Milton Kotler

Publisher : World Scientific

Page : 404 pages

File Size : 25,77 MB

Release : 2020-08-26

Category : Business & Economics

ISBN : 9811216991

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Book Description

The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.



Relationship Marketing in the Digital Age

Author : Robert W. Palmatier

Publisher : Routledge

Page : 261 pages

File Size : 23,91 MB

Release : 2019-01-15

Category : Business & Economics

ISBN : 1351388231

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Book Description

The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world—including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age—strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer–seller relationships.



The New Marketing

Author : Cheryl Burgess

Publisher : SAGE

Page : 333 pages

File Size : 10,18 MB

Release : 2020-07-27

Category : Business & Economics

ISBN : 152973830X

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Book Description

In our hyper-connected world that is changing at warp speed, marketers recognize the need to shift from traditional marketing methods to a new way that can help them better navigate the unpredictable environment. For traditionalists, this change has posed a challenge. Many have tried to incorporate new approaches into the old models they grew up with, only to be frustrated with the results. From the bestselling authors of The Social Employee, and LinkedIn Learning course authors, comes a powerful new textbook that cracks the marketing code in our hyper-focused digital age. The New Marketing, with contributions spanning CMO trailblazers to martech disruptors, behavioral economics luminaries at Yale to leading marketing thinkers at Kellogg and Wharton, is a GPS for navigating in a digital world and moves the craft of marketing through the forces of marketing transformation. We can’t predict the future. But our goal is to help make Masters/MBA students and marketing practitioners future-ready and successful.



Marketing in a Digital World

Author : Aric Rindfleisch

Publisher : Emerald Group Publishing

Page : 242 pages

File Size : 16,60 MB

Release : 2019-09-19

Category : Business & Economics

ISBN : 1787563391

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Book Description

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 understanding of marketing in a digital world.



Principles of Marketing for a Digital Age

Author : Tracy L. Tuten

Publisher : SAGE

Page : 577 pages

File Size : 29,17 MB

Release : 2019-12-28

Category : Business & Economics

ISBN : 1526485354

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Book Description

Student-led in its design and development, the book incorporates digital marketing as central to what marketers do, and combines quality examples, assessment and online resources to support the teaching and learning of introductory marketing in a digital age. The author integrates digital and social media marketing throughout the chapters and through student involvement in the development of it, the text has been made to be approachable and to appeal to students, with infographics, numerous images, and an engaging writing style. It facilitates the "flipped" approach to classroom teaching and is supported by a number of features and activities in every chapter, encouraging students to undertake course reading, class participation and revision. It includes case studies from global companies such as Airbnb, Amazon, Apple, Burberry, eBay, Etsy, Google, IKEA, Nespresso, Netflix, Nike and Uber. It also takes a social view of marketing, featuring cases tied to the UN’s PRME initiative to aid students in becoming sustainably-minded individuals. The book is complemented by online instructor resources, including chapter-specific PowerPoint slides, an instructor manual, flipped classroom activities, as well as open access multiple choice questions (with solutions), videos, case studies, web links, a glossary and American Marketing Association (AMA) journal articles for students.



Membership Marketing in the Digital Age

Author : Patricia Rich

Publisher : Rowman & Littlefield

Page : 453 pages

File Size : 27,88 MB

Release : 2015-12-03

Category : Business & Economics

ISBN : 1442259825

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Book Description

Membership marketing and management is an ever more demanding role within the institutions served—meeting fiscal demands, keeping pace with online marketing opportunities, and making data-driven decisions. The demands are diverse and ever-changing. This book addresses all aspects of management, expectations and productivity of a membership program in the digital age. Benchmarking, best practices and realistic outcomes are presented. Membership Marketing In The Digital Age is a membership manager’s reference book to what works and how on relevant topics such as: Member acquisition Membership planning and projections Membership retention and renewals Membership servicing, engagement and loyalty It features over seventy illustrations including reproductions of marketing pieces and management tools used by leading museums and libraries across the country. Here’s a book that will help your museum or library generate many times the purchase price through better practices that will increase your membership many times over.



Aesthetic Clinic Marketing in the Digital Age

Author : Wendy Lewis

Publisher : CRC Press

Page : 269 pages

File Size : 14,69 MB

Release : 2017-12-14

Category : Medical

ISBN : 1351230662

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Book Description

Social media provides a new way for aesthetic practitioners to connect with consumers and to differentiate their clinics. However, to most clinic managers and practitioners, digital media represents a sea of confusion that they cannot even begin to know how to navigate. With over 20 years of experience in medical aesthetics, Lewis offers a unique understanding of the challenges clinics face every day to market their products and services ethically, manage patients and stay profitable. This text serves as an expert user's guide written specifically for healthcare professionals in need of an in-depth introduction and comprehensive actionable program for digital marketing, social media, and aesthetic clinic management. It is a must-read for practitioners.



Marketing in the Digital Age

Author : John O'Connor

Publisher : Financial Times/Prentice Hall

Page : 236 pages

File Size : 16,15 MB

Release : 2001

Category : Business & Economics

ISBN :

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Book Description

The second edition of this text has been thoroughly revised and updated. New features include extra material on e-commerce, customer retention, sales-force automation and loyalty. A Website linked to the book guides students to other relevant sites.



Youtility

Author : Jay Baer

Publisher : Penguin

Page : 242 pages

File Size : 25,37 MB

Release : 2013-06-27

Category : Business & Economics

ISBN : 1101633883

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Book Description

The difference between helping and selling is just two letters If you're wondering how to make your products seem more exciting online, you're asking the wrong question. You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: "How can we help?" Jay Baer's Youtility offers a new approach that cuts through the clut­ter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.