| 902 Harga | |
| 001 Hak Akses (open/membership) | membership |
| 700 Entri Tambahan Nama Orang | Wang, Cheng, editor |
| 336 Content Type | text (rdacontent) |
| 264b Nama Penerbit | Palgrave Macmillan Cham |
| 049 No. Barkod | 20-25-95128616 |
| 110 Entri Utama Badan Korporasi | |
| 338 Carrier Type | online resource (rdacarrier) |
| 490 Seri | |
| 903 Stock Opname | |
| 053 No. Induk | 20-25-95128616 |
| 653 Kata Kunci | Marketing; online marketing; social media; consumer behavior; branding |
| 040 Sumber Pengatalogan | LibUI eng rda |
| 245 Judul Utama | The Palgrave Handbook of Interactive Marketing |
| 592 Sumber Koleksi | Springerlink |
| 264c Tahun Terbit | 2023 |
| 650 Subyek Topik | Interactive marketing |
| 904c Penginput Data Pengadaan | |
| 904b Pemeriksa Lembar Kerja | |
| 520 Ringkasan/Abstrak/Intisari | Interactive marketing, as one of the fastest growing academic fields in contemporary business world, is the multi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction. Contemporary interactive marketing has moved beyond the scope of direct marketing or digital marketing, as the market is becoming a forum for conversations and interactions among connected actors or participants in platform ecosystems. The advancement of mobile technology with interactive content and personalized experience makes interactive marketing the new normal in the business world.
This handbook contains the most comprehensive and cutting-edge knowledge in the interactive marketing field. The 41 chapters that are divided into eight sectionscover all aspects of contemporary interactive marketing realm, including social media and influencer marketing, big data and machine learning in predictive analytics, mobile marketing and proximity marketing, interactive digital marketing and Omnichannel marketing, AI, VR and AR in business applications. With a focal point on interactive marketing, this handbook takes a multidiscipline perspective, from new technology innovations, social media and platform application, economic and cultural impacts, social and psychological analysis, and management and information system.
This book provides a timely and comprehensive textbook companion and/or course project resource for college educators and students used for variety of graduate and undergraduate marketing courses, such as Digital Marketing, Internet Marketing, Social Media Marketing, New Media Communication, Marketing Analytics and Marketing Management, etc. It offers valuable references for academic researchers who are interesting conducting and publishing in interactive marketing research. The state-of-art review and emerging new trends presented in the book are particularly useful for research idea generation and conceptual development. The book also putts forward insightful guidelines and practical tools for business management in the application of new interactive marketing strategies and applications in the real world practices.
Chapter 41 ?Ethical Considerations in Gamified Interactive Marketing Praxis? is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com. |
| 536 Catatan Informasi Pendanaan | Damas 2023 |
| 900 Tanggal Pembelian | 24/02/2025 |
| 020 ISBN (R) | 9783031149610 |
| 090 No. Panggil Setempat | e20550087 |
| 245c Pertanggungjawaban | |
| 337 Media Type | computer (rdamedia) |
| 340 Bentuk Medium | pdf |
| 100 Entri Utama Nama Orang | |
| 250 Edisi | |
| 264a Kota Terbit | Switzerland |
| 300 Deskripsi Fisik | l, 1048 pages : illustration |
| 904a Pengisi Lembar Kerja | Henny-Februari2025 |
| 856 Akses dan Lokasi Elektronik | https://link.springer.com/book/10.1007/978-3-031-14961-0 |
| 041 Kode Bahasa | eng |