Digital and Social Media Marketing
Language: English
Published by Springer International Publishing, Springer Nature Switzerland Nov 2019, 2019
Series: Book 5 of 6 - Advances in Theory and Practice of Emerging Markets
- Hardcover
- New
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Add to basketItem description from seller
This item is printed on demand - it takes 3-4 days longer - Neuware -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. 356 pp. Englisch.…
Seller Inventory # 9783030243739
- Title
- Digital and Social Media Marketing
- Author
- Nripendra P. Rana
- Publisher
- Springer International Publishing, Springer Nature Switzerland Nov 2019
- Publication year
- 2019
- Condition
- Neu
- Binding
- Buch
- Language
- English
- ISBN 10
- 3030243737
- ISBN 13
- 9783030243739
- Item weight
- 699 grams
- Dimensions
- 241x160x25 mm
- Series
- Book 5 of 6: Advances in Theory and Practice of Emerging Markets
"Synopsis" may belong to another edition of this title.
About the Author
Nitish Singh is a Professor of International Business at the Boeing Institute of International Business, Saint Louis University. His research interests span the areas of global e-commerce, localization, cross-cultural consumer behavior, sustainability and ethics.
Yogesh K. Dwivedi is a Professor of Digital Marketing and Innovation, the University Dean of Academic Leadership (REF Research Environment), Founding Director of the Emerging Markets Research Centre (EMaRC) and Co-Director of Research at the School of Management, Swansea University, Wales, UK. Professor Dwivedi is also currently leading the International Journal of Information Management as its Editor-in-Chief. His research interests are at the interface of Information Systems (IS) and Marketing, focusing on issues related to consumer adoption and diffusion of emerging digital innovations, digital government, and digital marketing particularly in the context of emerging markets. Professor Dwivedi is an Associate Editor of the European Journal ofMarketing, Government Information Quarterly and International Journal of Electronic Government Research, and Senior Editor of the Journal of Electronic Commerce Research.
"About the title" may belong to another edition of this title.
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