Marketing in a digital world

Author

Additional Author(s)

• Rindfleisch, Aric
• Malter, Alan J.

Publisher

Bingley, UK: Emerald Group Publishing Limited, 2019

Language

English

ISBN

9781787563391

Series

Review of marketing research Vol. 16

Subject(s)

• DIGITAL MEDIA
• MARKETING

Notes

• Emerald Busines Management and Economics Ebooks 2019
• Includes index

. .

Abstract

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.

Physical Dimension

Number of Page(s)

1 online resource (xxiii, 217 p.)

Dimension

-

Other Desc.

-

Summary / Review / Table of Content

Prelims
Transitioning to a Digital World
Marketing in the Digital Age: A Moveable Feast of Information
The Impact of Digital Innovations on Marketing and Consumers
Big and Lean is Beautiful: A Conceptual Framework for Data-based Learning in Marketing Management
The Growing Importance of Software as a Driver of Value Exchange
Mobile Marketing 2.0: State of the Art and Research Agenda
All’s Not Well on the Marketing Frontlines: Understanding the Challenges of Adverse Technology–Consumer Interactions
Perceived Deception in Online Consumer Reviews: Antecedents, Consequences, and Moderators
Self-manufacturing via 3D Printing: Implications for Retailing Thought and Practice
Previous Volume Contents
Index

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	00308/20	658.8 Mar	Online !	Available