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• Cover Page
• Title Page
• Copyright Page
• Preface
• Contents
• Part 1: Introduction to Digital Marketing
• 1. Advantages and Conditions of Digital Marketing
• 1 Introduction
• 2 Features of Digital Marketing
• 2.1 About Marketing and Goals
• 2.2 Advantages of Digital Marketing
• 2.3 General Conditions for Conducting Digital Marketing
• 2.4 Potential Outcomes of Digital Marketing Operations
• 2.5 Digital Marketing Strategy
• 2.6 Digital Customer Journey
• 3 Main Forms of Digital Marketing
• 3.1 Website and SEO
• 3.2 Social Media
• 3.3 Digital Advertising
• 3.4 Content Marketing
• 4 Conclusion
• References
• 2. The Impact of Digital on Marketing Strategy
• 1 Introduction
• 2 Evolution of Marketing in the Digital Age
• 3 Digital Disruption in Marketing
• 4 Key Concepts in Digital Marketing Strategy
• 5 Consumer Behavior in the Digital Age
• 6 Measurement and Analytics in Digital Marketing
• 7 Adapting Marketing Strategies for the Digital Landscape
• 8 Conclusion
• References
• 3. The Behavior of the Digital Consumer
• 1 Introduction
• 2 Addressing the Power Shift: From Companies to Consumers
• 3 The Evolution of Consumer Behavior in the Digital Age
• 3.1 Maslow’s Hierarchy of Needs
• 3.2 The Theory of Reasoned Action (TRA)
• 3.3 Theory of Planned Behavior (TPB)
• 3.4 Information Processing Model (IPM)
• 3.5 Behavioral Perspective Model (BPM)
• 3.6 Social Influence Model (SIM)
• 3.7 Technology Acceptance Model (TAM)
• 3.8 Zero Moment of Truth Model (ZMOT)
• 4. Addressing the Digital Customer Journey
• 4.1 The Four Phases of the Digital Customer Journey: Discovery, Persuasion, Usage, and Engagement
• 4.2 Curious, Oriented, or Decided? A Model to Address Digital Consumer Behavior
• 5 Digital Customer Journey: Buying Processes and Touchpoints
• 6 Addressing the Digital Customer Journey: Omnichannel Marketing and Touchpoints
• 6.1 Digital Customer Journey and Touchpoints
• 7 Conclusion, Reflections, and Future Directions
• References
• Part 2: Doing Marketing Research
• 4. The Digital Research Revolution
• 1 Introduction
• 2 Marketing Research Methods
• 2.1 Information Sources
• 2.2 Primary Research Methods
• 2.3 Secondary Research Methods
• 3 Traditional Marketing Research Methods Reconceptualized
• 4 New Digital Marketing Research Methods
• 4.1 Personas
• 4.2 Card Sort
• 4.3 Wants and Needs Analysis
• 4.4 Group Task Analysis
• 4.5 Other Methods and Techniques
• 5 Analytics in the Digital Marketing Age
• 5.1 New Sources of Information
• 5.2 Artificial Intelligence, Neural Networks, and Deep Learning
• 5.3 Blockchain
• 6 Concluding Remarks
• References
• 5. The Broadening Horizon of Digital Marketing: Investigating its Transversal Impact
• 1 Introduction
• 2 Theoretical Framework
• 3 Methodology
• 4 Analysis of Results
• 5 Discussion
• 6 Conclusions
• 6.1 Theoretical Implications
• 6.2 Practical Implications
• 6.3 Limitations and Future Research
• References
• Part 3: The Digitalization of Business Sales
• 6 Digital Technologies and the Issues, Tasks, and Knowledge of Sales Teams
• 1 Introduction
• 2 Conceptual Framework: The Issues, Tasks, and Knowledge of B2B Sales
• 3 Digitalization Through Digital Platforms, Sales Automation, and Social Media
• 4 The Impact of Digital Technologies on B2B Sales
• 4.1 How Do Digital Technologies Affect Issues in B2B Sales?
• 4.2 How Do Digital Technologies Affect Tasks?
• 4.3 How Do Digital Technologies Affect Knowledge?
• 5 Concluding Discussion with Future Research Suggestions
• References
• 7. Relationship Marketing in the Age of Digital Marketing
• 1 Introduction
• 2 Key Principles of RM
• 3 RM Schools
• 4 Definitions and Constructs
• 4.1 Trust
• 4.2 Commitment
• 4.3 Satisfaction
• 4.4 Loyalty
• 5 RM in the Digital Age
• 6 Conclusion
• References
• Part 4: Business Leveraged on Digital Marketing
• 8. Pre-Sales and Social Media Strategies’ Role in the Customer Journey
• 1 Introduction
• 2 B2B Leveraged on Digital Marketing
• 3 B2B Digital Servitization
• 4 Digital B2B Customer Journey
• 5 Pre-sales and Social Media Strategies
• 6 Digital Brand Management
• 7 Conclusion
• References
• 9. The Age of Digital Services Marketing
• 1 Services as an Economic and Experiential Offering in the Digital Age
• 2 The Digital Services Marketing Mix
• 2.1 Product
• 2.2 Price
• 2.3 Promotion
• 2.4 Place
• 2.5 People
• 2.6 Physical Evidence
• 2.7 Process Management
• 2.8 Productivity and Quality
• 3 Conclusion
• References
• 10. Go International with Digital Transformation
• 1 Introduction
• 2 Background
• 2.1 Internationalization
• 2.2 Digitalization
• 2.3 Digital Transformation
• 2.4 Digital Business Transformation
• 2.5 Digital Technologies
• 3 Theoretical Foundation
• 4 Concluding Remarks
• References
• 11. Internal Marketing Supported by Digital Marketing
• 1 Introduction
• 2 The Concept of Internal Marketing
• 2.1 Employer Branding
• 2.2 Employer Brand Metrics
• 2.3 Internal Marketing Segmentation
• 2.4 Employer Value Proposition
• 2.5 Internal Marketing Mix
• 2.6 Internal Digital Marketing
• 3 Conclusions
• References
• 12. Tourism and Digital Marketing
• 1 Introduction
• 2 Digital Marketing Strategies in Tourism: What and Why?
• 3 Leisure Travel Market Segments and Niche Marketing
• 4 Destination Marketing Organizations
• 5 The Traveler Consumer Journey
• 5.1 Inspire
• 5.2 Inform
• 5.3 Book
• 5.4 Experience & Recommend
• 6 Delivering Digital Customer Experiences
• 6.1 Digital Marketing Tools and Strategies in Tourism
• 6.2 Blogging/Storytelling
• 6.3 Travel Influencers
• 6.4 User Generated Content
• 6.5 Geotagging
• 6.6 Personalization
• 6.7 Artificial Intelligence and Big Data
• 7 Future of Digital Marketing in Tourism
• 8 Degrowth, Demarketing, and Deinfluencing
• 9 Conclusion
• References
• Part 5: Digital Marketing Expanded
• 13 Digital Marketing in Nonprofit Organizations: Conceptual Background and Recommendations for Practitioners
• 1 Introduction
• 2 Nonprofit Organizations and Marketing Concepts
• 2.1 NPOs Marketing
• 2.2 Social Marketing
• 2.3 NPOs and Relationship Marketing
• 2.4 Corporate Social Responsibility (CSR) and NPOs
• 3 Digital Marketing and NPOs
• 3.1 Websites
• 3.2 Search Engine Optimization (SEO)
• 3.3 Social Media Marketing for NPOs
• 3.4 Digital Endorsers to Enhance Marketing of NPOs
• 3.5 Challenges for NPOs
• 4 Conclusions and Recommendations for NPOs
• References
• 14. Ensure Video Game Success with Digital Marketing
• 1 Introduction
• 2 Overview of the Video Game Industry
• 3 Digital Marketing: Definition and Conceptualization
• 4 The Role of Digital Marketing in the Video Game Industry
• 5 Conclusion
• References
• Index