Digital and Social Media Marketing: Emerging Applications and Theoretical Development (Advances in Theory and Practice of Emerging Markets) - Image 1

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Springer Digital and Social Media Marketing: Emerging Applications and Theoretical Development (Advances in Theory and Practice of Emerging Markets)

Name: Digital and Social Media Marketing: Emerging Applications and Theoretical Development (Advances in Theory and Practice of Emerging Markets)
Brand: Springer

International

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Description

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. This book considers this, as it examines the practice and research related to digital and social media marketing.

Product Specifications

Brand: Springer
Format: paperback
ASIN: 3030243761
Category: Books > Subjects > Business, Finance & Law > Accounting > International
Domain: Amazon UK
Release Date: 20 November 2020
Listed Since: 24 October 2020

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Springer Digital and Social Media Marketing: Emerging Applications and Theoretical Development (Advances in Theory and Practice of Emerging Markets)

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