Description

Digital Marketing and E-Commerce Strategies

The digital world has profoundly reshaped business, entertainment, communication and personal relationships. These changes include greater user participation, faster and more fluid interactions, stronger consumer bargaining power and new dynamics between people and organizations.

Technological advances—along with sharply reduced hardware and software costs, the rise of cloud computing, widespread broadband access, globalization and digital convergence—have accelerated this transformation and made it imperative for professionals to adapt quickly.

This book offers a clear, accessible and comprehensive overview of digital marketing and e-commerce strategies. Through a collection of articles, research and case studies—from large multinational corporations to national small and medium-sized enterprises—combined with the author’s hands-on experience in project development, teaching and conference presentations, it presents practical insights and real-world examples.

Who should read it:

• Marketing students and scholars seeking a broader understanding of the digital landscape
• Marketing professionals, managers and advertisers who need actionable knowledge about e-commerce and digital marketing
• Instructors and course designers as recommended supplementary reading for subjects such as digital marketing, social media, integrated marketing strategies, e-commerce and retail marketing

Practical, well-structured and grounded in both research and practice, this book helps readers adapt to the rapid changes driven by the internet and digital technologies.