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Digital and Social Media Marketing

Digital and Social Media Marketing Law

Digital and Social Media Marketing

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Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Product details
Edition:
1
Number of Pages:
356
Release Date:
2019-11-20
Publication Date:
2019-11-20
Publisher:
Springer
Languages:
Original: English
ISBN10:
3030243737
ISBN13:
9783030243739
GPSR Manufacturer Reference:
[email protected]
Weight:
699 g
Height:
160 cm
Width:
241 cm
Thickness:
25 cm
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