Catalog - Resource Center for Learning and Research
Back to Site - CRAI LibraryCatalog - Resource Center for Learning and Research
Back to Site - CRAI LibraryItem type | Current location | Collection | Call number | Copy number | Status | Date due | Barcode |
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Libro (general) | Biblioteca Central UNIBE | General | 658.8 K87mark (Browse shelf) | Ej. 1 | Available | 240492 |
• PART I FUNDAMENTAL TRENDS SHAPING MARKETING |
• 1. Power shifts to the connected customers |
• 2. The paradoxes of marketing to connected customers |
• 3. The influential digital subcultures |
• 4. Marketing 4.0 in the digital economy |
• PART II NEW FRAMEWORKS FOR MARKETING IN THE DIGITAL ECONOMY |
• 5. The new customer path |
• 6. Marketing productivity metrics |
• 7. Industry archetypes and best practices |
• PART III TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY |
• 8. Human-centric marketing for brand attraction |
• 9. Content marketing for brand curiosity |
• 10. Omnichannel marketing for brand commitment |
• 11. Engagement marketing for brand affinity |