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List of contents
About the Author, Preface, Overview of the Book, Objectives, Chapter 1 – Introduction to Marketing, Chapter 2 – Strategic Marketing Decisions, Chapter 3 – Customer Led Marketing, Chapter 4 – Colleagues – Channels to Market, Chapter 5 – Value Driven Strategic Marketing, Chapter 6 – Marketing KPI’s and Metrics, Chapter 7 – Data Driven Marketing, Chapter 8 – Online and Offline Integrated Marketing Communications, Chapter 9 – Marketing in the Digital Age/Putting it All Together, Index
About the author
James Seligman is a retired Principal Fellow of the Marketing Subject Group at the Business School at Southampton University, UK, with over thirty years of multinational brand experience. A fellow of the Chartered Institute of Marketing, his research interests lie in management and marketing with a focus on insight, analytics, communications, brand, behaviour, and technology.
Summary
Digital Transformation and Marketing Management provides a comprehensive overview of the current theory and practice of marketing from a technology perspective, and its use and application in the context of organizations today. The book explores and delivers new thinking on marketing management theory and practice due to new technology, shifting lifestyles, needs, and wants, consumer desire for better value and shareholder marketing accountability. The attempt is to redefine marketing into a more practical and more relevant process in today’s modern world, blending traditional practices with new methods. With a focus on ensuring value and profit, the "new framework of marketing" builds on the existing marketing theory and constructs relevant and meaningful approaches for today’s marketers and their challenges.
Full of tools, examples and international case studies from a broad range of organizations, this is critical reading for undergraduate and postgraduate students studying Marketing, Marketing Management, and Strategic Marketing, as well as for marketing practitioners.
