| Titre : | Digital and Social Media Marketing : Emerging Applications and Theoretical Development |
| Auteurs : | Nripendra P. RANA, Auteur ; Emma L. SLADE, Auteur ; Et al., Auteur |
| Type de document : | Document électronique |
| Editeur : | New-York : Springer, 2019 |
| ISBN/ISSN/EAN : | 978-3-030-24373-9 |
| Format : | |
| Langues: | Anglais |
| Index. décimale : | 730 (Marketing) |
| Catégories : |
Thésaurus du Management INTERNET ; MARKETING STRATEGIQUE ; PAYS EN DEVELOPPEMENT ; RESEAU SOCIAL |
| Résumé : | 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. (source éditeur) |
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