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Multi-Channel Marketing System: An Overview is a book is targeted to undergraduate and graduate students, as well as marketing professionals playing across diverse channels of distribution from online to brick-and-mortar stores. It addresses the practice of interacting with customers across various platforms, both direct and indirect, to sell them goods and services, blending different distribution and advertising channels into a single approach to attract consumers. This book serves as a step-by-step guide through the functions of multi-channel marketing systems, covering theory and practices. This new edition seamlessly integrates the latest changes in social media technology, including expanded coverage of mobile technology, elaborating how these new ways to reach customers can be integrated into marketing plans. The contents are presented into seven chapters. Chapter 1: Multi-Channel Marketing System: An Overview; Chapter 2: Social Media as a Marketing Tool. Chapter 3: Mobile Marketing; Chapter 4: Email marketing; Chapter 5: Content marketing/blogging; Chapter 6: SEO in Marketing, and finally, Chapter 7: Branding in Marketing. We hope the reader enjoys the approach and the overview presented in all these seven chapters.
About the author
João Heitor de Avila Santos is Ph.D. in Management Sciences. His work focus on project and business development on a global scale. Former higher education professor, with solid experience in consulting for companies, startups, and public organizations in EU, SA, NA, Middle-East, and SEA. He has published several papers and books in the field of Consumer Behavior, Innovation and Management of Technology. The main topics covered by his research are: Innovation, knowledge management, digitization/digitalization, scaleup companies, organizational learning, change management, innovation capabilities, sustainability, marketing and decision-making processes.
Summary
Addresses the practice of interacting with customers across various platforms, both direct and indirect, to sell them goods and services, blending different distribution and advertising channels into a single approach to attract consumers.
