Cases on Effective Digital Marketing for Competitive Organizations - Softcover

Softcover

ISBN 13: 9798369353967

Verlag: IGI Global, 2025

Inhaltsangabe

In the fast-paced world of modern business, organizations grapple with the ever-present challenge of effectively navigating the complexities of digital marketing. As consumer behavior evolves and technological innovations continue to reshape the landscape, companies face the daunting task of staying ahead of the curve to maintain competitiveness and engage with their target audience. Yet, amidst the vast sea of information and myriad of digital channels available, many organizations find themselves struggling to devise and implement effective digital marketing strategies that yield tangible results. Cases on Effective Digital Marketing for Competitive Organizations emerges as a guide amidst the challenges of the digital age. By presenting a curated collection of real-world case studies, this book offers invaluable insights into successful digital marketing strategies across various industries. From leveraging emerging technologies like artificial intelligence and augmented reality to mastering the art of storytelling and cultivating customer loyalty, each case study provides actionable lessons and practical guidance for navigating the complexities of the digital marketing landscape.

Über diesen Titel

Über die Autorinnen und Autoren

Sara Cristina Valente dos Santos holds a PhD in Management and Business studies by University of Porto. She also holds MSc in Marketing and a bachelor’s degree in Communication. For more that 10 years, she worked for several firms as marketing and communication professional and director. She is currently Invited Adjunct Professor in the field of Digital Marketing, Public Relations and Advertising at the Accounting and Business School of University of Aveiro and Polytechnic Institute of Viseu. She is also integrated researcher at Cised – Research Centre in Digital Services of the Polytechnic of Viseu, Portugal. Her research focuses on Digital Marketing, Content Marketing, Social Media Marketing and Advertising.

José Duarte da Rocha Santos received his PhD in Management from Vigo University. He also holds MSc in Marketing and a bachelor’s degree in Business Sciences. Between 1987 and 2002, he played various roles in sales, marketing, and management of companies in the information technology sector. From 2003 to 2018, he performed the functions of a management and marketing consultant. Since 1999, he has been a professor in higher education in Portugal in the fields of management and marketing. He is currently a marketing professor at the Accounting and Business School of the Polytechnic of Porto (ISCAP/P.PORTO). He is also a senior researcher at the CEOS.PP - Centre for Organizational and Social Studies of the Polytechnic of Porto, Portugal. His principal research area is customer relationship management through digital marketing.

Paulo Alexandre Botelho Rodrigues Pires received his PhD in Management from Portucalense University, also holds a master’s in marketing and a Computer Systems Engineering degree from University of Minho. He has been a university professor since 2001 and has taught at several universities with emphasis on the University of Porto and Porto Business School.

Inês Veiga Pereira has a degree in Management and a Master's in Business Sciences from the Faculty of Economics of Porto and a PhD from the University of Vigo, having developed a dissertation that focuses on Public Relations in non-profit organizations. She is a lecturer at ISCAP, from Polytechnic of Porto, where she is Director of the Postgraduate Course in Management and Direction of Health Units and Director of the bachelor’s degree in business communication. She was part of the internal evaluation committees for the degree in Marketing and the master’s in digital marketing. She developed from scratch the CTESP in Commercial Management at the Point of Sale, a course that she has directed since its creation until August 2022.

Details zur Ausgabe

• Verlag: IGI Global
• Erscheinungsdatum: 2025
• Sprache: Englisch
• ISBN 13: 9798369353967
• Einband: Tapa blanda
• Anzahl der Seiten: 448
• Herausgeber: Santos Sara, Santos José Duarte, Pires Paulo Botelho
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar