Digital Marketing and Advertising

Jun Xu ()
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Jun Xu: Southern Cross University

Chapter Chapter 8 in Managing Digital Enterprise, 2014, pp 145-158 from Springer

Abstract: Abstract This chapter highlights the importance of understanding digital customers, looks at digital advertising methods, presents measures for evaluating effectiveness of digital advertising, and discusses some issues and success factors of digital marketing and advertising.

Keywords: Digital Technology; Online Review; Online Advertising; Digital Channel; Live Chat (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-94-6239-094-2_8

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DOI: 10.2991/978-94-6239-094-2_8

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