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Contemporary Issues in Digital Marketing
book

Contemporary Issues in Digital Marketing

by Outi Niininen
November 2021
Intermediate to advanced content levelIntermediate to advanced
188 pages
7h 50m
English
Routledge
Content preview from Contemporary Issues in Digital Marketing

Contents

List of contributors

1 Introduction

OUTI NIININEN

SECTION 1

Data analytics and measurement

2 Understanding Big Data and its application in the digital marketing landscape

STEPHEN SINGARAJU AND OUTI NIININEN

3 Data-driven marketing processes: boundaries and how to overcome them

HEIDI LÄNSIPURO AND HEIKKI KARJALUOTO

4 The planning and implementation process of Programmatic Advertising campaigns in emerging markets

THANH TIET AND HEIKKI KARJALUOTO

SECTION 2

Digital transformation and innovations in marketing

5 The antecedents and outcomes of online consumer brand experience

JOEL KONTTINEN, HEIKKI KARJALUOTO AND AIJAZ A. SHAIKH

6 User experience of an e-commerce website: a case study

SAIMA RITONUMMI AND OUTI NIININEN

7 AI-based voice assistants ...

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Publisher Resources

ISBN: 9781000488494