Developing digital marketing : relationship perspectives

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 ec...

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Bibliographic Details
Other Authors Thaichon, Park (Editor), Ratten, Vanessa (Editor)
Format Electronic eBook
LanguageEnglish
Published Bingley, U.K. : Emerald Publishing Limited, [2021]
Subjects
Internet marketing.
elektronické knihy
electronic books
Online AccessFull text
ISBN9781800713505
DOI10.1108/9781800713482
Physical Description1 online resource (256 pages)

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Table of Contents:
  • chapter 1. The development and current trends of digital marketing and relationship perspectives in marketing research / Dung Le, Tuyet-Mai Nguyen, Sara Quach, Park Thaichon, and Vanessa Ratten
  • chapter 2. Abandonment issues : why consumers abandon online shopping carts / Pemika Rochanapon, Michelle Stankovic, Matthew Barbera, Billy Sung, and Sean Lee
  • chapter 3. Digital marketing and social entrepreneurship in Vietnam / Ngoc Le and Vanessa Ratten
  • chapter 4. Digital marketing and geopolitical uncertainty in banking portfolio management : evidence for China commercial banks / Lazaros Ntasis, Christos E. Kountzakis, Konstantinos Koronios, Panagiotis E. Dimitropoulos, and Vanessa Ratten
  • chapter 5. Digital sport marketing / Vanessa Ratten and Ashleigh-Jane Thompson
  • chapter 6. Entrepreneurship education and digital marketing : what does the future hold? / Vanessa Ratten and Sumayya Rashid
  • chapter 7. Are we already living with Skynet? : anthropomorphic artificial intelligence to enhance customer experience / Rakibul Hasan, Park Thaichon, and Scott Weaven
  • chapter 8. Blurring the line between physical and digital environment : the impact of artificial intelligence on customers' relationship and customer experience / Rakibul Hasan, Scott Weaven, and Park Thaichon
  • chapter 9. An analysis of subliminal static images and words using eye tracking techniques / Anish Babu Zacharia and Nicolas Hamelin
  • chapter 10. Igniting the flame with electronic word-of-mouth in digital marketing / Yi Bu, Park Thaichon, and Joy Parkinson
  • chapter 11. The current trends and future direction of digital marketing and relationship perspectives in business practice / Tuyet-Mai Nguyen, Dung Le, Sara Quach, Park Thaichon, and Vanessa Ratten.

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