European Parliament Library

Contemporary issues in digital marketing, editor, Outi Niininen

"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 organizations 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"--, Provided by publisher
Table Of Contents
Cover Page -- Half Title Page -- Title Page -- Copyright Page -- Contents Page -- List of contributors Page -- 1 Introduction -- Section 1 Data analytics and measurement -- 2 Understanding Big Data and its application in the digital marketing landscape -- 3 Data-driven marketing processes: boundaries and how to overcome them -- 4 The planning and implementation process of Programmatic Advertising campaigns in emerging markets -- Section 2 Digital transformation and innovations in marketing -- 5 The antecedents and outcomes of online consumer brand experience -- 6 User experience of an e-commerce website: a case study -- 7 AI-based voice assistants for digital marketing: preparing for voice marketing and commerce -- Section 3 Customer experience and servicescapes -- 8 The role of social capital in digitalised retail servicescape -- 9 From places to platforms: examining the transformation of servicescapes -- 10 Social media and consumer power: opportunities and challenges for digital marketing activities -- Section 4 Ethics and privacy in digital marketing -- 11 The importance of online retailers' ethics for traditional, online and multichannel customers -- 12 Data obstacles and privacy concerns in artificial intelligence initiatives -- 13 GDPR guidelines for academic research in marketing -- 14 'Interesting but scary': customers' perceived value of MyData -- Section 5 The future for digital marketing communications and conclusions -- 15 Future look: communicating with customers using digital channels -- 16 Conclusions -- Index
Literary Form
non fiction
Physical Description
1 online resource (199 pages)
Specific Material Designation
Form Of Item


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