Internet Marketing and Big Data Exploitation

by I. Chaston

Overview

Understanding new strategic approaches is provided by examining how the online world is being exploited by organisations in sectors of a modern economy such retailing, healthcare and the public sector in terms of creating new forms of competitive advantage as a consequence of the advent of mobile technology and online social networks.

Product Details

ISBN-13:	9781137488961
Publisher:	Palgrave Macmillan
Publication date:	02/11/2015
Sold by:	Barnes & Noble
Format:	eBook
Pages:	287
File size:	1 MB

About the Author

Prior to entering academia, Professor Ian Chaston worked in advertising and brand management. Having joined Plymouth University's Business School, UK, he was involved in researching the provision of Government-funded training programmes for entrepreneurial businesses in both the UK and overseas. As an Adjunct Professor at the University of Auckland, his research interests include entrepreneurship, marketing and public sector management.

Table of Contents

1. The Online World 2. Big Data and Analytics 3. Opportunities 4. Technology 5. Capabilities 6. i-Strategy 7. Marketing Mix 8. Websites 9. Social Media 10. Blog, Tweets and Apps 11. Online Retailing 12. Online Service Firms 13. Public Sector Online 14. Online Governance 15. Future Innovation Opportunities