This short form textbook provides readers with a comprehensive yet concise overview of the
fundamentals of Digital Marketing. The author, a well-renowned teacher and writer on the …

The last decade has seen marketing strategy evolve rapidly in three major directions, which
can be summarized in three Ds: digital, data-rich, and developing markets. The first D refers …

Digitization often lowers entry barriers, causing long-established boundaries between
sectors to tumble. At the same time, the “plug and play” nature of digital assets causes value …

We are living in a world of data abundance and rapid technological advances in the digital
realm. The consequences for marketing practices have been transformative. The Marketing …

Marketing is a part of daily life for people and organizations everywhere, perhaps more so
than any other business discipline. We turn to markets to find, evaluate, select, and buy …

This class focuses on the marketing efforts that companies, both large and small are utilizing
to create effective Internet strategies. Students will also investigate what new technologies …

Digital technologies are key to achieving competitive advantage across marketing and
retailing contexts. At the same time, marketing managers are confronted with a variety of …

Purpose This paper aims to establish how strategic target-market selection decisions are
shaped, challenged and driven in response to the rapidly evolving technological landscape …

Digital marketing is a growing trend day by day, with internet marketing concepts becoming
a powerful medium for digital marketing and electronic devices such as cell phones, digital …