Contemporary Issues in Digital Marketing (1st)

This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers:

Big Data, Artificial Intelligence and Analytics in Digital Marketing

Emerging technologies and how they can enhance User Experience

How 'digital' is changing servicescapes

Issues surrounding ethics and privacy

Current and future issues surrounding Social Media

Key considerations for the future of Digital Marketing

Case studies and examples from real-life organisations

Unique in its rigorous, research-driven and accessible approach to the subject of Digital Marketing, this text is valuable supplementary reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Customer Experience Management, Digital Analytics and Digital Transformation.