Purpose: This paper aims to improve understanding of data-driven marketing by examining the experiences of managers implementing big data analytics in the marketing function. Through a series of research questions, this exploratory study seeks to define what big data analytics means in...

Cover -- Digital Marketing Management: A Handbook for the Current (or Future) CEO -- Contents -- Acknowledgments -- Introduction -- Part I Foundations -- Chapter 1 How Did We Get Here? Definitions and Background -- Chapter 2 Creating the Strategic Digital Marketing Objective -- Chapter 3 Web and...

This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts digital marketing in the context of rm strategy selection. The rst step in digital marketing is to understand your company and your...

The studies in this special issue of ""the impact of digital shopping channels on multi-channel marketing and attribution in the changing retail landscape"" put consumers at the center of marketing and attribution and provide implications how retailers can capitalize on digital shopping channels...