Marketing in a digital world /
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| Edition: | First edition. |
|---|---|
| Imprint: | Bingley, UK : Emerald Publishing Limited, 2019. ©2019 |
| Description: | 1 online resource |
| Language: | English |
| Series: | Review of marketing research ; volume 16 Review of marketing research ; v. 16. |
| Subject: | Marketing. Marketing -- Technological innovations. Marketing -- Data processing. Sales & marketing. Business & Economics -- Marketing -- General. Marketing. Marketing -- Data processing. Marketing -- Technological innovations. Electronic books. |
| Format: | E-Resource Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/12486002 |
Table of Contents:
- Front Cover; Marketing in A Digital World; Copyright Page; Dedication; Contents; About the Editor-in-Chief; About the Contributors; Editor-in-Chief Introduction; Overview; Publication Mission; A Focus on Special Issues; Chapters in This Volume; Transitioning to a Digital World; Digitalization in the Blink of an Eye; Blindsided by Digital; Coping with Digital; Marketing in a Digital World; References; Marketing in the Digital Age: A Moveable Feast of Information; The Stages of Ages; The Stage of This Age: Spotlight on Information; The Evolution of Information in the Marketplace
- Information in the Digital Age: A Moveable FeastDigital Dyads in the Marketplace of the Digital Age; The Machine-Machine Digital Dyad; The Human-Machine Digital Dyad; The Human-Human Digital Dyad; Conclusion; References; The Impact of Digital Innovations on Marketing and Consumers; Introduction; Impact on Seller Inputs: Big Data; Research Needs; Impact on Seller Outputs: Online Advertising; Research Needs; Impact of the Internet on Buyer Inputs: Buyer Search; Research Needs; Impact of the Internet on Buyer Inputs: Big Data and Privacy; Research Needs
- Impact of the Internet on Buyer Inputs: User-generated ContentOnline Reviews; Needed Research; Social Media; Research Needs; Platforms; Research Needs; Impact of the Internet on Retail Markets: Internet and Brick and Mortar; Research Needs; Conclusion; Notes; References; Big and Lean is Beautiful: A Conceptual Framework for Data-based Learning in Marketing Management; Benefiting from Big Data in Marketing Management; Deceived by Big Data: Key Learning Challenges; Confirmation: Biased Search and Analysis; Control: Biased Predictions; Communication: Biased Perceptions
- Confidence: Inability to DebiasMitigating the Learning Challenges of Big Data; A/B Testing; Blindness to and Falsification of Hypotheses; Regularly Updating Analyses to Reveal Shifts and Trends; Transparent Presentation of Statistical Insights; Statistical Literacy and Risk Intelligence; Combining Big Data with Lean Start-up Methodology in Marketing Management; Lean Start-up Methodology and Confirmations; Lean Start-up Methodology and Control; Lean Start-up Methodology and Communication; Lean Start-up Methodology and Confidence; Conclusion; Notes; References
- The Growing Importance of Software as a Driver of Value ExchangeSoftware is Hungry; Product Characteristics; Complexity; Intelligence; Autonomy; Agency; Research Directions; Research on Company Strategy; Research on Consumer Behavior; Regulation and Public Policy; Conclusion; References; Mobile Marketing 2.0: State of the Art and Research Agenda; Introduction; Review of Mobile Marketing Research; Targeted Mobile Promotions; Personalized Mobile Advertising; Mobile-led Cross-channel Effects; Emerging Trends; Mobile App Monetization; Mobile Augmented Reality (AR)