Digital Marketing: Analyzing its Transversal Impact (Advances In Marketing, Customer Relationship Management, And E-services Ser.)

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Synopsis
Digital marketing is not a new concept, it is not a trend, and it is not a fad either. Digital marketing has existed for over twenty years and is currently applied in all areas and marketing activities. For this reason, it is necessary to know the changes it has brought about, both in the theoretical framework, so that it can be taught, and from an empirical perspective, so that it can be applied in real contexts. The changes have been profound and far-reaching.This work addresses this theme, aiming to analyse the transversal impact of the digital in the different marketing sectors, describing the profound changes that the digital has provoked in the main marketing activities and their sectors, also referring to the current practices in use in each included topic. It begins by looking at the classic marketing topics, opening with an analysis of the impact that digital has had and is having on the marketing strategy of organisations, moving on to the study of consumer behaviour in an era of continuous use of electronic devices. This is followed by a new topic which is marketing research and data analysis, in a context where managers now have, more data, information and knowledge about the organisation, competitors, consumers and the wider environment than ever before. Marketing themes were also identified that have been significantly changed with digital. Communication is another of the themes of reference, with profound changes in recent times, followed by management of sales teams, supply chain management, relationship marketing, and internal marketing. The last chapters are also relevant contributions, being dedicated to marketing sectors: services, B2B marketing, internationalisation, politics, tourism, and NGOs.
Copyright:
2024

Book Details

Book Quality:
Publisher Quality
Book Size:
393 Pages
ISBN-13:
9781040052082
Related ISBNs:
9781032471730, 9781003384960, 9781040052068
Publisher:
CRC Press
Date of Addition:
Copyrighted By:
Paulo Botelho Pires, José Duarte Santos and Inês Veiga Pereira
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Science, Business and Finance
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.
Edited by:
Paulo Botelho Pires
Edited by:
José Duarte Santos
Edited by:
Inês Veiga Pereira

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