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.

Creative Crowdsourcing: A Marketing Strategy for Innovative Companies

Creative Crowdsourcing: A Marketing Strategy for Innovative Companies

Creative crowdsourcing: a marketing strategy for innovative companies
Nadia Steils Salwa Hanine

Importance of Crowdsourcing

New product development remains challenging (Cooper, 2019; Danneels and Vestal, 2020). The increasing failure rates of products and services encourage companies to seek alternatives to internal innovation and traditional research and development (R&D) processes (Boudreau et al., 2011; Enkel et al., 2009; Foroutan and Baski-Reeves, 2017; Poetz and Schreier, 2012).

Regardless of their business activity, firms have become aware of the importance of looking beyond the company's conventional boundaries and considering the crowd as a rich source of knowledge and creative ideas through an open call for participation (Hofstetter et al., 2018; Piyathasanan et al., 2018). ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles