Digital marketing strategies and models for competitive business [electronic book] / edited by Filipe Mota Pinto and Teresa Guarda.
Contributor(s): Mota Pinto, Filipe [editor]
| Guarda, Teresa [editor].
Material type: 
BookSeries: Advances in business strategy and competitive advantage: Publisher: Hershey, PA : Business Science Reference, an imprint of IGI Global, [2020]Copyright date: ©2020Description: online resource (xxi, 240 pages) : illustrations (some color).Content type: text Media type: computer Carrier type: online resourceISBN: 9781799829638 (hardback); 9781799829645 (paperback); 9781799829652 (e-book).Subject(s): Marketing -- Data processing | Internet marketing | Electronic commerceDDC classification: 658.872 Online resources: Access eBook | Item type | Current library | Call number | Status | |
|---|---|---|---|---|
| eBook | MTU Online eBook | 658.872 (Browse shelf(Opens below)) | Available |
Enhanced descriptions from Syndetics:
Modern marketing practices have evolved to become a dynamic meeting point for technology practitioners and business professionals. Digital technologies have added a new paradigm to the way businesses are projected, communicated, and developed through their marketing activities, from message delivery to content production. Digital Marketing Strategies and Models for Competitive Business is a collection of innovative research that seeks to connect theory with application, identifying best practices over digital marketing to business purposes. While highlighting topics including consumer analysis, search engine marketing, and marketing communications, this book is ideally designed for marketers, managers, executives, advertisers, graphic designers, researchers, practitioners, entrepreneurs, policymakers, and educators.
Includes bibliographical references (pages 204-233) and index.
Digital era -- Digital influencers and follower behavior -- Digital marketing -- Search engine marketing to attract international digital traffic -- Geographic marketing in support of decision-making processes -- The perception of employee effect and brand in industry and services -- Country marketing strategy -- Marketing to gamers -- What makes people share?
""This book explores the theory and application of digital marketing strategies and models in businesses"--Provided by publisher"-- Provided by publisher.
Electronic reproduction.: ProQuest LibCentral. Mode of access: World Wide Web.
Table of contents provided by Syndetics
- 1 Digital Era: How Marketing Communication Develops Business Innovation - Case Studies (p. 1)
- 2 Digital Influencers and Follower Behavior: An Exploratory Study (p. 30)
- 3 Digital Marketing: A Bibliometric Analysis Based on the Scopus Database Scientific Publications (p. 52)
- 4 Search Engine Marketing to Attract International Digital Traffic (p. 74)
- 5 Geographic Marketing in Support of Decision-Making Processes (p. 103)
- 6 The Perception of Employee Effect and Brand in Industry and Services: An Internal Marketing Approach (p. 116)
- 7 Country Marketing Strategy: A Low-Cost Digital Marketing Proposal for Cabo Verde (p. 131)
- 8 Marketing to Gamers: The Effects of Video Game Streams on Consumer Attitudes and Behaviors (p. 160)
- 9 What Makes People Share?: The Effects of Online Ads on Consumers' Sharing Intentions (p. 187)