Summary
Contents
Subject index
Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.
The relationship between e-commerce and social Commerce: Subset, Evolution or New Paradigm?
The relationship between e-commerce and social Commerce: Subset, Evolution or New Paradigm?
e-Commerce and Early Evidence of Social Influence in Transactions
Definitions of e-commerce encompass interactions involving the searching, ordering, negotiating or sale of goods or services, enabled via an electronic channel or network (Kotler et al., 2012; Betancourt, 2018; Marketing Accountability Standards Board, 2020), yet there is no specific single definition of e-commerce. Specifically, the definition does not preclude payment taking place offline while the initial inquiry or order may have been made online (Betancourt, 2018) and may be broadened to encompass a marketing strategy which results in driving a prospective customer to a company website (Marketing ...
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