Applications of Marketing Technologies (Martechs) in Digital Marketing

Hashem Aghazadeh () and Mozhde Khoshnevis ()
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Hashem Aghazadeh: University of Tehran
Mozhde Khoshnevis: University of Tehran

Chapter Chapter 6 in Digital Marketing Technologies, 2024, pp 159-185 from Springer

Abstract: Abstract In this chapter, we will discuss the applications of various martechs in different activities and operations related to digital marketing, including value creation and capture; customer collaboration and co-creation; digital segmentation, targeting and positioning; integrated digital marketing communication; digital branding; digital consumer behavior; product management and development; price management; delivery and tracking; customer relationship, experience and journey; digital platforms and digital marketing channel management; digital selling and retailing; and digital evidence management.

Keywords: Value creation and capture; Customer collaboration and co-creation; Digital segmentation; Targeting and positioning; Integrated digital marketing communication; Digital branding; Digital consumer behavior (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-0607-5_6

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DOI: 10.1007/978-981-97-0607-5_6

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