| Edition |
First edition. |
| Description |
1 online resource. |
| Physical Medium |
polychrome |
| Description |
text file |
| Series |
Review of marketing research ; volume 16
|
|
Review of marketing research ; v. 16.
|
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Front Cover; Marketing in A Digital World; Copyright Page; Dedication; Contents; About the Editor-in-Chief; About the Contributors; Editor-in-Chief Introduction; Overview; Publication Mission; A Focus on Special Issues; Chapters in This Volume; Transitioning to a Digital World; Digitalization in the Blink of an Eye; Blindsided by Digital; Coping with Digital; Marketing in a Digital World; References; Marketing in the Digital Age: A Moveable Feast of Information; The Stages of Ages; The Stage of This Age: Spotlight on Information; The Evolution of Information in the Marketplace |
|
Information in the Digital Age: A Moveable FeastDigital Dyads in the Marketplace of the Digital Age; The Machine-Machine Digital Dyad; The Human-Machine Digital Dyad; The Human-Human Digital Dyad; Conclusion; References; The Impact of Digital Innovations on Marketing and Consumers; Introduction; Impact on Seller Inputs: Big Data; Research Needs; Impact on Seller Outputs: Online Advertising; Research Needs; Impact of the Internet on Buyer Inputs: Buyer Search; Research Needs; Impact of the Internet on Buyer Inputs: Big Data and Privacy; Research Needs |
|
Impact of the Internet on Buyer Inputs: User-generated ContentOnline Reviews; Needed Research; Social Media; Research Needs; Platforms; Research Needs; Impact of the Internet on Retail Markets: Internet and Brick and Mortar; Research Needs; Conclusion; Notes; References; Big and Lean is Beautiful: A Conceptual Framework for Data-based Learning in Marketing Management; Benefiting from Big Data in Marketing Management; Deceived by Big Data: Key Learning Challenges; Confirmation: Biased Search and Analysis; Control: Biased Predictions; Communication: Biased Perceptions |
|
Confidence: Inability to DebiasMitigating the Learning Challenges of Big Data; A/B Testing; Blindness to and Falsification of Hypotheses; Regularly Updating Analyses to Reveal Shifts and Trends; Transparent Presentation of Statistical Insights; Statistical Literacy and Risk Intelligence; Combining Big Data with Lean Start-up Methodology in Marketing Management; Lean Start-up Methodology and Confirmations; Lean Start-up Methodology and Control; Lean Start-up Methodology and Communication; Lean Start-up Methodology and Confidence; Conclusion; Notes; References |
|
The Growing Importance of Software as a Driver of Value ExchangeSoftware is Hungry; Product Characteristics; Complexity; Intelligence; Autonomy; Agency; Research Directions; Research on Company Strategy; Research on Consumer Behavior; Regulation and Public Policy; Conclusion; References; Mobile Marketing 2.0: State of the Art and Research Agenda; Introduction; Review of Mobile Marketing Research; Targeted Mobile Promotions; Personalized Mobile Advertising; Mobile-led Cross-channel Effects; Emerging Trends; Mobile App Monetization; Mobile Augmented Reality (AR) |
| Note |
Data Privacy and Mobile User Experience |
| Summary |
Marketing in a Digital Worldconsists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their understanding of marketing in a digital world. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Marketing.
|
|
Marketing. |
|
Marketing -- Technological innovations.
|
|
Marketing -- Technological innovations. |
|
Marketing -- Data processing.
|
|
Marketing -- Data processing. |
| Genre/Form |
Electronic books.
|
| Added Author |
Rindfleisch, Aric, editor.
|
|
Malter, Alan J., editor.
|
| Other Form: |
Print version: Rindfleisch, Aric. Marketing in a Digital World. Bingley : Emerald Publishing Limited, ©2019 9781787563407 |
| ISBN |
9781787563391 (electronic book) |
|
1787563391 (electronic book) |
|
9781787563414 (electronic book) |
|
1787563413 (electronic book) |
|
1787563405 |
|
9781787563407 |
|
