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El. knyga: Digital Marketing Applications

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  • Formatas: EPUB+DRM
  • Išleidimo metai: 14-Nov-2019
  • Leidėjas: Peter Lang AG
  • Kalba: eng
  • ISBN-13: 9783631805787
Kitos knygos pagal šią temą:
Digital Marketing ApplicationsDidesnis paveikslėlis
  • Formatas: EPUB+DRM
  • Išleidimo metai: 14-Nov-2019
  • Leidėjas: Peter Lang AG
  • Kalba: eng
  • ISBN-13: 9783631805787
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To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and trends. The contributions give an overview about important technologies behind digital marketing and cover deep studies from marketing discipline that evaluate digital marketing, applications, and new trends.



To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. Digital marketing applications are explained by successful and expert researchers in their field. It is aimed to be one of the new reliable sources on digital marketing research.



"To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and trends. The contributions give an overview about important technologies behind digital marketing and cover deep studies from marketing discipline that evaluate digital marketing, applications, and new trends"--
List of Contributors
11(4)
Section 1 Origins of Digital Marketing
1 The Effect of Digitalization on Marketing Paradigm
15(12)
Aysel Kurnaz
2 The Internet of Things and Digital Marketing
27(12)
Orhan Duman
Section 2 Applications of Digital Marketing
39(144)
3 Search Engine Optimization
41(12)
Ozer Yilmaz
4 Search Engine Advertising
53(12)
Ibrahim Sabuncu
5 E-Mail Marketing
65(12)
Leyla Godekmerdan Onder
6 Viral Marketing in Digital World
77(14)
Ozlem Akbulut Dursun
7 Social Media Marketing Through Digital Marketing Channels
91(14)
Derya Fatma Bicer
8 Social Media Advertising
105(14)
Arzu Deniz Cakiroglu
9 Affiliate Marketing in Digital Age
119(10)
Hatice Aydin
Somayyeh Bikari
10 Content Marketing as a Digital Marketing Strategy
129(12)
Umit Basaran
11 The Digital Customer Experience: An Integrated Approach
141(14)
Mutlu Uygun
Ebru Giner
12 Digital Branding Processes
155(12)
Elif Kara
13 Online Brand-Equity: An Integrated Perspective
167(16)
Mutlu Uygun
Ebru Guner
Section 3 New Trends in Digital Marketing
14 The Sharing Economy
183(10)
Tulay Korkmaz Devrani
15 Gamification Technique and Use in Digital Marketing
193(12)
Hicran Ozguner Kilic
16 A Disease of the Digital Age: FOMO
205(12)
Selay Ilgaz Sumer
17 Understanding Omnichannel Retailing in the Digitalization Era
217(16)
Mehmet Said Kose
Halil Karh
List of Figures 233(2)
List of Tables 235
Hatice Aydn has received a PhD degree in marketing from Atatürk University, Erzurum, Turkey. She is interested in consumer behavior, brand management and consumer emotions. She is working as an assistant professor of business management at Bandrma Onyedi Eylül University in Balkesir, Turkey
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