This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers:
Big Data, Artificial Intelligence and Analytics in Digital Marketing
Emerging technologies and how they can enhance User Experience
How ‘digital’ is changing servicescapes
Issues surrounding ethics and privacy
Current and future issues surrounding Social Media
Key considerations for the future of Digital Marketing
Case studies and examples from real-life organisations
Unique in its rigorous, research-driven and accessible approach to the subject of Digital Marketing, this text is valuable supplementary reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Customer Experience Management, Digital Analytics and Digital Transformation.