| Description |
1 online resource (303 p.) |
| Contents |
Cover -- Title Page -- Copyright Page -- Preface -- Table of Contents -- Part 1: Introduction to Digital Marketing -- 1. Advantages and Conditions of Digital Marketing -- 2. The impact of Digital on Marketing Strategy -- 3. The Behavior of the Digital Consumer -- Part 2: Doing Marketing Research -- 4. The Digital Research Revolution -- 5. The Broadening Horizon of Digital Marketing: Investigating its Transversal Impact -- Part 3: The Digitalization of Business Sales -- 6. Digital Technologies and the Issues, Tasks, and Knowledge of Sales Teams |
|
7. Relationship Marketing in the Age of Digital Marketing -- Part 4: Business Leveraged on Digital Marketing -- 8. Pre-Sales and Social Media Strategies' Role in the Customer Journey -- 9. The Age of Digital Services Marketing -- 10. Go International with Digital Transformation -- 11. Internal Marketing Supported by Digital Marketing -- 12. Tourism and Digital Marketing -- Part 5: Digital Marketing Expanded -- 13. Digital Marketing in Nonprofit Organizations: Conceptual Background and Recommendations for Practitioners -- 14. Ensure Video Game Success with Digital Marketing -- Index |
| Summary |
This book provides practical guidance on a range of topics, including strategy and planning, consumer behavior, marketing research, data analysis, B2B marketing, international marketing, communications, sales team management, and internal marketing |
| Notes |
Description based upon print version of record |
| Genre/Form |
Electronic books
|
| Form |
Electronic book
|
| Author |
Duarte Santos, José
|
|
Veiga Pereira, Inês
|
| ISBN |
9781040052082 |
|
1040052088 |
|
