Digital Marketing Technologies

Preface
Acknowledgments
Contents
About the Authors
List of Figures
List of Tables
Part I Digital Marketing Overview
1 Digital Marketing Fundamentals
	1.1 Introduction
	1.2 Digital World
	1.3 Conceptualization of Digital Marketing
		1.3.1 Digital Marketing Pillars
		1.3.2 Digital Marketing Requirements
		1.3.3 Digital Marketing Functions
		1.3.4 Digital Marketing Implications
		1.3.5 Platforms for Developing Digital Marketing
	1.4 Digital Marketing Management
		1.4.1 Digital Marketing Analysis
		1.4.2 Digital Marketing Strategy
		1.4.3 Digital Marketing Implementation
	1.5 Digital Marketing Management Models
		1.5.1 SOSTAC Planning for Digital Marketing Management
		1.5.2 RACE Framework for Digital Marketing Management
	1.6 Digital Marketing Versus Traditional Marketing
	1.7 Future of Digital Marketing
	1.8 Summary
	References
2 Digital Marketing Analysis and Strategy
	2.1 Introduction
	2.2 Situation Analysis
		2.2.1 Internal Analysis
		2.2.2 Micro-Environment Analysis
		2.2.3 Macro-Environment Analysis
		2.2.4 SWOT Analysis
	2.3 Digital Marketing Objectives
	2.4 Digital Marketing Strategy
		2.4.1 Digital Marketing Strategy Formulation
	2.5 Summary
	References
3 Digital Marketing Implementation and Practice
	3.1 Introduction
	3.2 Digital Marketing Tactics
		3.2.1 Products
		3.2.2 Price
		3.2.3 Place
		3.2.4 Promotion
		3.2.5 People
		3.2.6 Properties
		3.2.7 Process
		3.2.8 Personalization
		3.2.9 Prediction
	3.3 Digital Marketing Techniques
	3.4 Digital Marketing Actions
		3.4.1 Budgeting for Digital Marketing
		3.4.2 Change Management for Digital Transformation
	3.5 Evaluation of Digital Marketing
	3.6 Correction and Improvement
	3.7 Summary
	References
Part II Applications of Marketing Technologies (Martechs)
4 Marketing Technologies (Martechs)
	4.1 Introduction
	4.2 Emerging Technologies
	4.3 Martechs Concept and 4Ps
	4.4 Martechs and Marketing Generations
		4.4.1 Martechs and Marketing 3.0
		4.4.2 Martechs and Marketing 4.0
		4.4.3 Martechs and Marketing 5.0
	4.5 Martechs for Special Circumstances (e.g., COVID-19)
	4.6 Summary
	References
5 Main Martechs in Brief
	5.1 Introduction
	5.2 Artificial Intelligence
		5.2.1 AI in Marketing
	5.3 Chatbots
		5.3.1 Chatbots in Marketing
		5.3.2 Types of Chatbots
	5.4 Predictive Analytics
		5.4.1 Predictive Analytics in Marketing
	5.5 Big Data
		5.5.1 Big Data in Marketing
	5.6 Quantum Computing
		5.6.1 Quantum Computing in Marketing
	5.7 Customer Data Platform
	5.8 Virtual Reality
	5.9 Augmented Reality
	5.10 5G Technology
	5.11 Voice and Visual Search
	5.12 Social Media and Messaging Apps
	5.13 Automation
	5.14 Blockchain
	5.15 Internet of Things
	5.16 Geo-fencing
	5.17 Progressive Web Apps
	5.18 Self-Service Technologies
	5.19 Neural Analytics Tools
	5.20 Sensory-Enabling Technologies
	5.21 ChatGPT
	5.22 Summary
	References
6 Applications of Marketing Technologies (Martechs) in Digital Marketing
	6.1 Introduction
	6.2 Martechs in Value Creation and Capture
	6.3 Martechs in Customer Collaboration and Co-creation
	6.4 Martechs in Digital Segmenting, Targeting and Positioning
	6.5 Martechs in Integrated Digital Marketing Communication
	6.6 Martechs in Digital Branding
	6.7 Martechs in Digital Consumer Behavior
	6.8 Martechs in Product Management and Development
	6.9 Martechs in Price Management
	6.10 Martechs in Delivery and Tracking
	6.11 Martechs in Customer Relationship, Experience and Journey
	6.12 Martechs in Digital Platforms and Digital Marketing Channel Management
	6.13 Martechs in Digital Marketing Process Management (Digital Selling and Retailing)
	6.14 Martechs in Digital Evidence Management
	6.15 Summary
	References
7 Martechs and Digital Marketing+ (Types of Digital Marketing)
	7.1 Introduction
	7.2 Martechs and Digital Service Marketing
	7.3 Martechs and Digital B2B Marketing
	7.4 Martechs and Digital Relationship Marketing
	7.5 Martechs and Digital Guerrilla, Innovative and Entrepreneurial Marketing
	7.6 Martechs and Mobile Marketing
	7.7 Martechs and Database Marketing
	7.8 Martechs and Content Marketing
	7.9 Martechs and Social Media Marketing
	7.10 Martechs and Email Marketing
	7.11 Martechs and Affiliate Marketing
	7.12 Martechs and Search Engine Marketing
	7.13 Martechs and Digital Sensory Marketing
	7.14 Summary
	7.15 Marketing Technologies (Martechs) in Business and Marketing
	References
Index