Digital Marketing Applications

by Hatice Aydin (Editor)

Overview

To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and trends. The contributions give an overview about important technologies behind digital marketing and cover deep studies from marketing discipline that evaluate digital marketing, applications, and new trends.

Product Details

ISBN-13:	9783631802519
Publisher:	Peter Lang GmbH, Internationaler Verlag der Wissenschaften
Publication date:	10/30/2019
Edition description:	New
Pages:	236
Product dimensions:	5.83(w) x 8.27(h) x (d)

About the Author

Hatice Aydın has received a PhD degree in marketing from Atatürk University, Erzurum, Turkey. She is interested in consumer behavior, brand management and consumer emotions. She is working as an assistant professor of business management at Bandırma Onyedi Eylül University in Balıkesir, Turkey

Table of Contents

Origins of digital marketing – Applications of digital marketing – New trends in digital marketing – Viral marketing – Social media marketing – Social media advertising – Affiliate marketing – Content marketing – Digital branding processes – Digital customer