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The Palgrave Handbook of Interactive Marketing (e-book Magister Manajemen)

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Interactive marketing, as one of the fastest growing academic fields in contemporary business world, is the multi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction. Contemporary interactive marketing has moved beyond the scope of direct marketing or digital marketing, as the market is becoming a forum for conversations and interactions among connected actors or participants in platform ecosystems. The advancement of mobile technology with interactive content and personalized experience makes interactive marketing the new normal in the business world.

This handbook contains the most comprehensive and cutting-edge knowledge in the interactive marketing field. The 41 chapters that are divided into eight sections cover all aspects of contemporary interactive marketing realm, including social media and influencer marketing, big data and machine learning in predictive analytics, mobile marketing and proximity marketing, interactive digital marketing and Omnichannel marketing, AI, VR and AR in business applications. With a focal point on interactive marketing, this handbook takes a multidiscipline perspective, from new technology innovations, social media and platform application, economic and cultural impacts, social and psychological analysis, and management and information system.

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Ketersediaan

e-book3

e-book

Tesis MM

Tersedia

Informasi Detail

Judul Seri

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No. Panggil

e-book

Penerbit

New York : Palgrave Macmillan., 2023

Deskripsi Fisik

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Bahasa

English

ISBN/ISSN

9783031149610

Klasifikasi

e-book

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Marketing

Info Detail Spesifik

e-book Magister Manajemen 2023

Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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