MTU Library Catalogue

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Marketing in a digital world [electronic book] / edited by Aric Rindfleisch and Alan J. Malter.

Contributor(s): Rindfleisch, Aric [editor.] | Malter, Alan J [editor.] | Malhotra, Naresh K [editor in cheif].
Material type: materialTypeLabelBookSeries: Review of marketing research.Publisher: United Kingdom : Emerald Publishing, 2019Copyright date: ©2019Edition: First edition.Description: online resource (xxiii, 217 pages).Content type: text Media type: computer Carrier type: online resourceISBN: 9781787563407 (hardback) ; 9781787563414 (e-book); 9781787563391 (e-book).Subject(s): Marketing | Marketing -- Technological innovations | Marketing -- Data processingDDC classification: 658.8 Online resources: Access eBook
Contents:
Transitioning to a digital world -- Marketing in the digital age -- The impact of digital innovations on marketing and consumers -- Big and lean is beautiful -- The growing importance of software as a driver of value exchange -- Mobile marketing -- Alls not well on the marketing frontlines -- Perceived deception in online consumer reviews -- Self manufacturing via printing.
Holdings
Item type Current library Call number Status
eBook MTU Online eBook 658.8 (Browse shelf(Opens below)) Available
Total holds: 0

Enhanced descriptions from Syndetics:

Marketing in a Digital World focuses on how the digital revolution has affected the science and practice of marketing. Consisting of nine essays authored by some of the world's leading marketing scholars, this volume of Review of Marketing Research is forward-looking and illuminating. The book considers the nature and consequences of a number of important new digital technologies and practices, including human-machine communication, software, mobile marketing, online reviews, big data, 3D printing and a wide range of other digital innovations. Many of these technological developments were completely unanticipated and as such the transformation is still unfolding. Therefore, whilst consumers have largely embraced and actively co-create many of these new innovations, there are also growing concerns about privacy and other adverse effects of digital technology. Each essay provides a thoughtful examination of this rapidly shifting landscape and offers a set of bold ideas regarding its future impact on the foundations of marketing and consumption. The volume is essential reading for both scholars and managers seeking fresh insights into marketing and offers a number of exciting new concepts, propositions and predictions about marketing in the digital world.

Includes index.

Transitioning to a digital world -- Marketing in the digital age -- The impact of digital innovations on marketing and consumers -- Big and lean is beautiful -- The growing importance of software as a driver of value exchange -- Mobile marketing -- Alls not well on the marketing frontlines -- Perceived deception in online consumer reviews -- Self manufacturing via printing.

Electronic reproduction.: ProQuest LibCentral. Mode of access: World Wide Web.

Author notes provided by Syndetics

Aric Rindfleisch is the John M. Jones Professor of Marketing and Executive Director of the Illinois MakerLab at the University of Illinois, USA. Aric's research, which mainly focuses on consumers, brands, interfirm relationships and new product development, has been published in several leading academic journals including the Journal of Marketing , Journal of Marketing Research , Journal of Consumer Research, Journal of Operations Management , and Strategic Management Journal . Alan J. Malter is Associate Professor of Marketing at the University of Illinois at Chicago, USA. His research examines how consumers perceive and respond to new technologies, geographic branding and marketing systems, organizational learning and innovation, the changing role of marketing, and longitudinal research designs. His work has been published in the Journal of Marketing Research , Journal of Marketing , Journal of Consumer Psychology , and International Journal of Research in Marketing , among others.