Marketing in a Digital World

Aric Rindfleisch

ISBN 10: 1787563405 / ISBN 13: 9781787563407

Published by Emerald Publishing Limited, 2019

About this Item

nach der Bestellung gedruckt Neuware - Printed after ordering - Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their understanding of marketing in a digital world.

Seller Inventory # 9781787563407

Bibliographic Details

• Title: Marketing in a Digital World
• Publisher: Emerald Publishing Limited
• Publication Date: 2019
• Language: English
• ISBN 10: 1787563405
• ISBN 13: 9781787563407
• Binding: Buch
• Condition: Neu
• Dimensions: 235W x 157H x 18D millimeters 235 millimeters width by 157 millimeters height by 18 millimeters depth
• Weight: 515 grams

About this title

Synopsis

Marketing in a Digital World focuses on how the digital revolution has affected the science and practice of marketing. Consisting of nine essays authored by some of the world's leading marketing scholars, this volume of Review of Marketing Research is forward-looking and illuminating. The book considers the nature and consequences of a number of important new digital technologies and practices, including human-machine communication, software, mobile marketing, online reviews, big data, 3D printing and a wide range of other digital innovations. Many of these technological developments were completely unanticipated and as such the transformation is still unfolding. Therefore, whilst consumers have largely embraced and actively co-create many of these new innovations, there are also growing concerns about privacy and other adverse effects of digital technology. Each essay provides a thoughtful examination of this rapidly shifting landscape and offers a set of bold ideas regarding its future impact on the foundations of marketing and consumption. The volume is essential reading for both scholars and managers seeking fresh insights into marketing and offers a number of exciting new concepts, propositions and predictions about marketing in the digital world.

About the Author

Aric Rindfleisch is the John M. Jones Professor of Marketing and Executive Director of the Illinois MakerLab at the University of Illinois, USA. Aric's research, which mainly focuses on consumers, brands, interfirm relationships and new product development, has been published in several leading academic journals including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Operations Management, and Strategic Management Journal. 

Alan J. Malter is Associate Professor of Marketing at the University of Illinois at Chicago, USA. His research examines how consumers perceive and respond to new technologies, geographic branding and marketing systems, organizational learning and innovation, the changing role of marketing, and longitudinal research designs. His work has been published in the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, and International Journal of Research in Marketing, among others.