Contemporary Issues in Digital Marketing - Paperback

by Outi Niininen (Editor)

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.

Author Biography

Outi Niininen teaches Digital Marketing at the University of Jyväskylä School of Business and Economics. Her research explores the use of digital technology across the Expanded Marketing Mix to understand how people interact with surrounding environment. Outi's research has been published in, for example, Industrial Marketing Management, Journal of Business Research, Tourism Management, Tourism Analysis, Journal of Travel and Tourism Marketing and Journal of Services Marketing and she is the Co-editor in Chief for Evolving Pedagogy. Outi won the Education Publishing Awards Australia (EPAA) in the category: Tertiary (Adaptations): Teaching and Learning Resource for her Marketing Principles book in 2015.