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.

Customer Journey as Participatory Service Ecosystem

Customer Journey as Participatory Service Ecosystem

Customer journey as participatory service ecosystem
Julia Wolny


With an explosion of mobile technologies and social media, omnichannel shopping has become a journey in which customers choose the route they take and which, arguably, should be mapped to be understood. The term ‘customer journey’ stems from the service design field (Zomerdijk & Voss, 2010) and is now commonly used in marketing practice to denote the stages that consumers go through while making a decision. As with many management terms that stem from praxis, customer journey has recently been adopted by the canon of marketing academia along with the related term, customer experience (Lemon & Verhoef, 2016). The authors note that: ‘The increasing focus in customer ...

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