November 2021
Intermediate to advanced
188 pages
7h 50m
English
Content preview from Contemporary Issues in Digital Marketing
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Conclusions
The five sections of this book covered some key trends evident in the Digital Marketing (DM) and Communication field: Data analytics and measurement, Digital transformation and innovations in marketing, Customer experience and (the merging of digital and physical) servicescapes, Ethics and privacy in digital marketing, and Future for digital marketing communications and Conclusions relevant to DM.
In Section 1, Chapter 2 highlighted several challenges emerging from Big Data and the IoT. This chapter addressed these trends across the full 8Ps of the Marketing Mix structure – Product, Price, Place, Promotion, Process, Physical evidence, Partnerships and People – to highlight how ...