Firms are collecting and analyzing customer data at an ever increasing rate in response to evidence that data analytics (precision targeting, improved selling)

This book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success—regardless of where their

Digitalization completely has transformed marketing. It has changed consumption habits, consumer behaviour, and purchasing processes. In addition, it has modifi

The surge in technological advancements, coupled with the exponential growth of data, has left marketers grappling with the need for a paradigm shift. The once-

This book highlights the latest research presented at the first Digital Marketing & eCommerce Conference (Barcelona, Spain, June 2020). Papers include a diverse