The SAGE Handbook of Digital Marketing

Annmarie Hanlon - University College London
Tracy L. Tuten - Campbell University
The SAGE Handbook of Digital Marketing
June 2022 | 592 pages | Sage UK
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eBook
ISBN: 9781529786460
Available from January 0001
Hardcover
ISBN: 9781529743791
Available from January 0001

Description

Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing.

Part 1: Foundations of Digital Marketing

Part 2: Methodologies and Theories in Digital Marketing

Part 3: Channels and Platforms in Digital Marketing

Part 4: Tools, Tactics and Techniques in Digital Marketing

Part 5: Management and Metrics in Digital Marketing

Part 6: Ethical Issues in Digital Marketing

Contents

Part 1: Foundations of Digital Marketing

  • Chapter 1: Introduction to Digital Marketing
  • Chapter 2: Customer Journey as Participatory Service Ecosystem
  • Chapter 3: Experiential Marketing in a Digital Era
  • Chapter 4: Marketing Automation: A Design Perspective
  • Chapter 5: Big Data Marketing: Context and Affordances

Part 2: Methodologies and Theories in Digital Marketing

  • Chapter 6: Origins and Development of Online Communities and their Role in Marketing Research
  • Chapter 7: The Technology Acceptance Model: Antecedents and Consequences
  • Chapter 8: The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing
  • Chapter 9: The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours
  • Chapter 10: Qualitative Insights for Digital Marketing

Part 3: Channels and Platforms in Digital Marketing

  • Chapter 11: Reinventing E-mail Marketing through a Personalisation Strategy
  • Chapter 12: Price Comparison Websites
  • Chapter 13: Ecommerce Purposes and Types from the Perspective of Transaction Cost Economics
  • Chapter 14: The Relationship between Ecommerce and Social Commerce: Subest, Evolution or New Paradigm?
  • Chapter 15: The Role of Mobile Technologies in Digital Marketing and Sales
  • Chapter 16: The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality

Part 4: Tools, Tactics and Techniques in Digital Marketing

  • Chapter 17: Creative Crowdsourcing: A Marketing Strategy for Innovative Companies
  • Chapter 18: Digital Content Marketing
  • Chapter 19: Programmatic Advertising
  • Chapter 20: The Role of Push Notifications
  • Chapter 21: The Chatbot Revolution: Companies and Consumers in a New Digital Age
  • Chapter 22: Voice Marketing

Part 5: Management and Metrics in Digital Marketing

  • Chapter 23: How Organizations Measure, Manage and Monitor Digital Marketing
  • Chapter 24: Key Factors in Online Community Management
  • Chapter 25: Love, Hate and Everything in Between: Online Complainants' Emotions during Service Recovery Episodes
  • Chapter 26: Digital Advertising: Measurement, Metrics and Future Research Agenda

Part 6: Ethical Issues in Digital Marketing

  • Chapter 27: Research Ethics in Digital and Social Media Marketing Research
  • Chapter 28: Managing the Message, from Fake News to Filter Bubbles
  • Chapter 29: Brandjacking in Paid Search: An unresolved problem
  • Chapter 30: Talk to Me - The Rise of Voice Assistants and Smart Speakers: A Balance between Efficiency and Privacy
  • Chapter 31: Privacy Regulation in the Age of Artificial Intelligence

Description

Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing.

Part 1: Foundations of Digital Marketing

Part 2: Methodologies and Theories in Digital Marketing

Part 3: Channels and Platforms in Digital Marketing

Part 4: Tools, Tactics and Techniques in Digital Marketing

Part 5: Management and Metrics in Digital Marketing

Part 6: Ethical Issues in Digital Marketing

Contents

Part 1: Foundations of Digital Marketing

  • Chapter 1: Introduction to Digital Marketing
  • Chapter 2: Customer Journey as Participatory Service Ecosystem
  • Chapter 3: Experiential Marketing in a Digital Era
  • Chapter 4: Marketing Automation: A Design Perspective
  • Chapter 5: Big Data Marketing: Context and Affordances

Part 2: Methodologies and Theories in Digital Marketing

  • Chapter 6: Origins and Development of Online Communities and their Role in Marketing Research
  • Chapter 7: The Technology Acceptance Model: Antecedents and Consequences
  • Chapter 8: The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing
  • Chapter 9: The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours
  • Chapter 10: Qualitative Insights for Digital Marketing

Part 3: Channels and Platforms in Digital Marketing

  • Chapter 11: Reinventing E-mail Marketing through a Personalisation Strategy
  • Chapter 12: Price Comparison Websites
  • Chapter 13: Ecommerce Purposes and Types from the Perspective of Transaction Cost Economics
  • Chapter 14: The Relationship between Ecommerce and Social Commerce: Subest, Evolution or New Paradigm?
  • Chapter 15: The Role of Mobile Technologies in Digital Marketing and Sales
  • Chapter 16: The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality

Part 4: Tools, Tactics and Techniques in Digital Marketing

  • Chapter 17: Creative Crowdsourcing: A Marketing Strategy for Innovative Companies
  • Chapter 18: Digital Content Marketing
  • Chapter 19: Programmatic Advertising
  • Chapter 20: The Role of Push Notifications
  • Chapter 21: The Chatbot Revolution: Companies and Consumers in a New Digital Age
  • Chapter 22: Voice Marketing

Part 5: Management and Metrics in Digital Marketing

  • Chapter 23: How Organizations Measure, Manage and Monitor Digital Marketing
  • Chapter 24: Key Factors in Online Community Management
  • Chapter 25: Love, Hate and Everything in Between: Online Complainants' Emotions during Service Recovery Episodes
  • Chapter 26: Digital Advertising: Measurement, Metrics and Future Research Agenda

Part 6: Ethical Issues in Digital Marketing

  • Chapter 27: Research Ethics in Digital and Social Media Marketing Research
  • Chapter 28: Managing the Message, from Fake News to Filter Bubbles
  • Chapter 29: Brandjacking in Paid Search: An unresolved problem
  • Chapter 30: Talk to Me - The Rise of Voice Assistants and Smart Speakers: A Balance between Efficiency and Privacy
  • Chapter 31: Privacy Regulation in the Age of Artificial Intelligence
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The SAGE Handbook of Digital Marketing

Annmarie Hanlon , Tracy L. Tuten
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June 2022 | 592 pages | Sage UK

Format Published Date ISBN Price
Hardcover 31/03/2026 9781529743791 $204.00
180 Day Ebook 25/10/2022 9781529786460 $84.00
Lifetime 25/10/2022 9781529786460 $122.00

Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing.

Part 1: Foundations of Digital Marketing

Part 2: Methodologies and Theories in Digital Marketing

Part 3: Channels and Platforms in Digital Marketing

Part 4: Tools, Tactics and Techniques in Digital Marketing

Part 5: Management and Metrics in Digital Marketing

Part 6: Ethical Issues in Digital Marketing


Table Of Contents:

  • Part 1: Foundations of Digital Marketing
  • Chapter 1: Introduction to Digital Marketing
  • Chapter 2: Customer Journey as Participatory Service Ecosystem
  • Chapter 3: Experiential Marketing in a Digital Era
  • Chapter 4: Marketing Automation: A Design Perspective
  • Chapter 5: Big Data Marketing: Context and Affordances
  • Part 2: Methodologies and Theories in Digital Marketing
  • Chapter 6: Origins and Development of Online Communities and their Role in Marketing Research
  • Chapter 7: The Technology Acceptance Model: Antecedents and Consequences
  • Chapter 8: The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing
  • Chapter 9: The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours
  • Chapter 10: Qualitative Insights for Digital Marketing
  • Part 3: Channels and Platforms in Digital Marketing
  • Chapter 11: Reinventing E-mail Marketing through a Personalisation Strategy
  • Chapter 12: Price Comparison Websites
  • Chapter 13: Ecommerce Purposes and Types from the Perspective of Transaction Cost Economics
  • Chapter 14: The Relationship between Ecommerce and Social Commerce: Subest, Evolution or New Paradigm?
  • Chapter 15: The Role of Mobile Technologies in Digital Marketing and Sales
  • Chapter 16: The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality
  • Part 4: Tools, Tactics and Techniques in Digital Marketing
  • Chapter 17: Creative Crowdsourcing: A Marketing Strategy for Innovative Companies
  • Chapter 18: Digital Content Marketing
  • Chapter 19: Programmatic Advertising
  • Chapter 20: The Role of Push Notifications
  • Chapter 21: The Chatbot Revolution: Companies and Consumers in a New Digital Age
  • Chapter 22: Voice Marketing
  • Part 5: Management and Metrics in Digital Marketing
  • Chapter 23: How Organizations Measure, Manage and Monitor Digital Marketing
  • Chapter 24: Key Factors in Online Community Management
  • Chapter 25: Love, Hate and Everything in Between: Online Complainants' Emotions during Service Recovery Episodes
  • Chapter 26: Digital Advertising: Measurement, Metrics and Future Research Agenda
  • Part 6: Ethical Issues in Digital Marketing
  • Chapter 27: Research Ethics in Digital and Social Media Marketing Research
  • Chapter 28: Managing the Message, from Fake News to Filter Bubbles
  • Chapter 29: Brandjacking in Paid Search: An unresolved problem
  • Chapter 30: Talk to Me - The Rise of Voice Assistants and Smart Speakers: A Balance between Efficiency and Privacy
  • Chapter 31: Privacy Regulation in the Age of Artificial Intelligence

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