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Marketing Technology is the textbook for understanding technology-driven marketing strategy in a digital-first world.
How can marketers harness emerging technologies to design more engaging, data-led and ethical campaigns? This textbook provides upper-level undergraduate and postgraduate students with a comprehensive understanding of how innovation shapes marketing strategy and practice in the modern business environment.
Blending theory, strategic models and applied insights, this textbook explores the technologies transforming marketing from: artificial intelligence and machine learning to blockchain, automation and augmented, virtual and mixed realities. Students will learn how to use data and critical thinking to deliver measurable impact and build customer trust in an era of continuous digital evolution.
Designed for academic alignment, with key terms, key points, exercises, and reflective questions and real-world application, this textbook includes:
- Detailed coverage of the historical connection between technology and marketing, big data, neuromarketing, smart devices for enhanced consumer engagement, Internet of Things (IoT) and their role in contemporary marketing strategy
- Frameworks for optimizing campaign performance through analytics, automation and return on investment measurement
- Ethical perspectives are explored in each chapter highlighting responsible and transparent use of marketing technology
- Online lecturer resources include lecture slides
Whether studying digital marketing, strategic marketing or marketing management, Marketing Technology by Ediz Edip Akçay, equips students with the expertise and confidence to analyse, apply and innovate with the tools shaping the future of marketing.
List of contents
Chapter - 00: Introduction - How emerging technologies influence marketing; Section - ONE: Foundations of marketing technologies; Chapter - 01: The history of marketing and technology relationship; Chapter - 02: The impact of technology on marketing functions; Section - TWO: Data-driven marketing; Chapter - 03: Artificial Intelligence in marketing; Chapter - 04: Data analytics and Big Data; Chapter - 05: Machine learning applications; Chapter - 06: Blockchain and marketing; Section - THREE: Connected and interactive marketing; Chapter - 07: Internet of Things in marketing; Chapter - 08: Voice search, smart speakers and devices; Chapter - 09: Augmented reality and virtual reality; Section - FOUR: Social Media and automated marketing; Chapter - 10: Social media and influencer marketing; Chapter - 11: Programmatic advertising; Chapter - 12: Marketing automation; Section - FIVE: Neuromarketing and future trends; Chapter - 13: Neuromarketing and biometrics; Chapter - 14: Future trends and innovations; Chapter - 15: Conclusion
About the author
Dr Ediz Edip Akçay is a Senior Lecturer in Digital Marketing and BSc (Hons) Marketing Programme Leader at the Business School, Bournemouth University, UK. He has published work in publications including Journal of Customer Behaviour and Qualitative Market Research, across subject areas of digital advertising, cause-related marketing, user experience in mobile apps and branding.
