Advanced Introduction to Digital Marketing

Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the worlds 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.