Digital Marketing Strategies and Models for Competitive Business

Digital Marketing Strategies and Models for Competitive Business

Release Date: March, 2020|Copyright: © 2020 |Pages: 240
DOI: 10.4018/978-1-7998-2963-8
ISBN13: 9781799829638|ISBN10: 1799829634|EISBN13: 9781799829652
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Description & Coverage
Description:

Modern marketing practices have evolved to become a dynamic meeting point for technology practitioners and business professionals. Digital technologies have added a new paradigm to the way businesses are projected, communicated, and developed through their marketing activities, from message delivery to content production.

Digital Marketing Strategies and Models for Competitive Business is a collection of innovative research that seeks to connect theory with application, identifying best practices over digital marketing to business purposes. While highlighting topics including consumer analysis, search engine marketing, and marketing communications, this book is ideally designed for marketers, managers, executives, advertisers, graphic designers, researchers, practitioners, entrepreneurs, policymakers, and educators.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Branding
  • Consumer Analysis
  • Customer Behavior
  • Digital Technologies
  • E-Commerce
  • International Business
  • Marketing Communications
  • Networking
  • Search Engine Marketing
  • Social Media
Reviews & Statements

"Digital Marketing Strategies and Models for Competitive Business is an incredibly valuable resource for anyone looking to improve their digital marketing efforts. Whether you're a seasoned marketing professional or just starting out, this book offers a comprehensive overview of the latest strategies. It is recommended to anyone looking to stay competitive in today's fast-paced digital landscape."

– Prof. Ismail Erkan, Izmir Katip Celebi University, Turkey
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Editor/Author Biographies

Filipe Mota Pinto has received his PhD in Systems and Information Technologies. He is an Associate Professor at Polytechnic Institute of Leiria and a Senior Researcher of Algoritmi Research Centre of Minho University, Portugal. His main research interests are Systems Information, Database Systems, Digital Marketing, Tourism Marketing Technologies, Applied Social and Educational Technologies. He has been serving as a reviewer and publishing in many different conferences and journals in his expertise areas. He actively participated in the organization of several international conferences and workshops, (e.g. he was founder and Chair of MEDI in 2011) and he was also involved in program committees of national and international conferences. His publications list includes book chapters and a wide range of papers in refereed national and international conferences and magazines. He is author or co-author of several undergraduate and post graduation courses (such as Digital Marketing or Business Intelligence and Data Mining), programme coordinator and director in different organizational structures.

Teresa Guarda received her PhD in Systems and Information Technologies in 2015 from Minho University. She is a researcher in ALGORITMI Research Centre of Minho University, Portugal, (research team Intelligent Data Systems (IDS), Information Systems and Technologies (IST) R&D group); is a member and responsible for Conferences and International Relations of the interdisciplinary research group BITrum. She already has relevant indexed publications in the main research topics: Pervasive Systems, Marketing Intelligence, Intelligent Decision Support Systems, Intelligent Systems, Business Intelligence, Crowdsourcing, Data Mining and Knowledge Discovery, Data Security, Information Science, Smart Destinations, Internet-of-Things, Computer Theory, Knowledge Management, Cybersecurity, Applied Social and Educational Technologies. She has also been organizer of several conferences and workshops, and reviewer of many indexed journals and conferences in these topics. She has been a professor and researcher in different academic institutions in Portugal since 1991; currently is Director of the CIST Research and Innovation Center, Faculty of Systems and Telecommunications, Santa Elena Provincial State University (Ecuador); and visiting Professor at Security and Defense Department of Universidad de las Fuerzas Armadas (Ecuador).

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