Lien ebook : https://univ-catholille.biblioondemand.com/consult-brownsboo...

eISBN : 9781119341147

Sommaire :
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

Langue : Anglais

Lieu d'édition : TORONTO

Localisation : Bibliothèque Campus de Nice

Support : Numérique

Etat : Présent

Propriétaire : Bibliothèque