Contemporary Issues in Digital Marketing

Index

Note: Page numbers in italics indicate a figure and page numbers in bold indicate a table on the cor responding page. Page numbers followed by ‘n’ indicate a note.

• 8Ps see Marketing Mix (8Ps) framework

• Abobe 73
• A/B testing 16, 34
• “access to resources” 9, 90
• ad blocking 35, 167, 168
• additional fees 37, 41–2
• Ad Exchange 34
• ad inventory data 33
• Adobe 74
• Adobe Analytics 91
• adoption, of new technology 72, 79, 85, 91
• ad placement 38, 40, 42, 177
• Adweek 167
• affective brand experience 50
• AI-based VAs 73; consequences on consumer decision-making 75–6; defining communication mix strategy for voice 77–9; strategy implications for managers 79–80; Voice Commerce 74–5; voice marketing 73–4
• Airbnb 171
• AI see Artificial ...