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Integrated Digital Marketing in Practice

Authors

Andrew Corcoran
, Nottingham University Business School
Published 2023

Description

Integrated Digital Marketing in Practice is a comprehensive guide to the transformative effect of digital technologies on all of the key practices of marketing. Considering a broad range of organization types, sizes and markets, this book provides an all-encompassing view of how digital technologies help marketers understand, anticipate and deliver on customer needs as efficiently and effectively as possible. Students will benefit from the clear structure and rich learning features, including case studies, key concepts in brief, digital and research…

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Key features

  • Covers all practices of the marketing mix as they are enhanced by digital technologies
  • End of chapter features encourage students to develop professional and personal competencies, reinforcing the practical value and relevance of the material to students' future careers
  • Considers a broad range of organization sizes (not the standard focus on 'big business'), types (public, private, voluntary, government), and markets (commodities, manufacturing, distribution, leisure, heritage, tourism, etc.)

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