Link to the ebook : https://univ-catholille.biblioondemand.com/consult-brownsboo...

eISBN : 9781119341147

Contents :
Prologue: From Marketing 3.0 to Marketing 4.0

Part I Fundamental Trends Shaping Marketing
1 Power Shifts to the Connected Customers
2 The Paradoxes of Marketing to Connected Customers
3 The Influential Digital Subcultures
4 Marketing 4.0 in the Digital Economy

Part II New Frameworks for Marketing in the Digital Economy
5 The New Customer Path
6 Marketing Productivity Metrics
7 Industry Archetypes and Best Practices

Part III Tactical Marketing Applications in the Digital Economy
8 Human-Centric Marketing for Brand Attraction
9 Content Marketing for Brand Curiosity
10 Omnichannel Marketing for Brand Commitment
11 Engagement Marketing for Brand Affinity

Epilogue: Getting to WOW!
Index

Language : English

Place of publishing : TORONTO

Location : Nice Library

Material : Electronic

Statement : Présent

Owner : Bibliothèque