000			01993nam a22002177a 4500
005			20240222120122.0
008			240222b |||||||| |||| 00| 0 eng d
020			_a9781803921075
082			_a658.872 _bDHO
100			_aDholakia, Utpal _914132
245			_aAdvanced introduction to digital marketing
260			_bEdward Elgar Publishing Limited _aCheltenham _c2022
300			_ax, 169 p.
365			_aGBP _b16.95
490			_aElgar Advanced Introductions series
520			_aElgar 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. (https://www.e-elgar.com/shop/gbp/advanced-introduction-to-digital-marketing-9781803921075.html)
650			_aMarketing _913245
650			_aDigital--Marketing _916241
650			_aSocial media _913507
942			_cBK _2ddc
999			_c5865 _d5865