Marketing in a Digital World

Marketing in a Digital World focuses on how the digital revolution has affected the science and practice of marketing. Consisting of nine essays authored by some of the world's leading marketing scholars, this volume of Review of Marketing Research is forward-looking and illuminating. The book considers the nature and consequences of a number of important new digital technologies and practices, including human-machine communication, software, mobile marketing, online reviews, big data, 3D printing and a wide range of other digital innovations. Many of these technological developments were completely unanticipated and as such the transformation is still unfolding. Therefore, whilst consumers have largely embraced and actively co-create many of these new innovations, there are also growing concerns about privacy and other adverse effects of digital technology. Each essay provides a thoughtful examination of this rapidly shifting landscape and offers a set of bold ideas regarding its future impact on the foundations of marketing and consumption. The volume is essential reading for both scholars and managers seeking fresh insights into marketing and offers a number of exciting new concepts, propositions and predictions about marketing in the digital world.

Author: Aric Rindfleisch
Publisher: Emerald Publishing Limited
Published: 09/19/2019
Pages: 248
Binding Type: Hardcover
Weight: 0.75lbs
Size: 9.00h x 6.20w x 0.50d
ISBN: 9781787563407

About the Author
Aric Rindfleisch is the John M. Jones Professor of Marketing and Executive Director of the Illinois MakerLab at the University of Illinois, USA. Aric's research, which mainly focuses on consumers, brands, interfirm relationships and new product development, has been published in several leading academic journals including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Operations Management, and Strategic Management Journal. Alan J. Malter is Associate Professor of Marketing at the University of Illinois at Chicago, USA. His research examines how consumers perceive and respond to new technologies, geographic branding and marketing systems, organizational learning and innovation, the changing role of marketing, and longitudinal research designs. His work has been published in the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, and International Journal of Research in Marketing, among others.


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