Digital Marketing Analyzing its Transversal Impact

Preface

PART 1: INTRODUCTION TO DIGITAL MARKETING

1.  Advantages and Conditions of Digital Marketing

     Kai Schleutker, and Lasse Lehtonen

2.  The impact of Digital on Marketing Strategy

     Anna Tarabasz

3.  The Behavior of the Digital Consumer

     Pietro Paolo Frigenti

PART 2: DOING MARKETING RESEARCH

4.  The Digital Research Revolution

     Anna Maria Trzaskowska, Paulo Botelho Pires and José Duarte Santos

5.  The Broadening Horizon of Digital Marketing: Investigating its Transversal Impact

      Paula González-Padilla, Jose Ramon Saura, and Senka Borovac Zekan

PART 3: THE DIGITALIZATION OF BUSINESS SALES

6.   Digital Technologies and the Issues, Tasks, and Knowledge of Sales Teams

      Mika Yrjölä, Pia Hautamäki, and Malla Mattila

7.   Relationship Marketing in the Age of Digital Marketing

      Paulo Botelho Pires, José Duarte Santos, and Ricardo Silva

PART 4: BUSINESS LEVERAGED ON DIGITAL MARKETING

8.   Pre-Sales and Social Media Strategies’ Role in the Customer Journey

      Maria Eduarda Pinto Leite, Amélia Brandão, and Jorge Remondes

9.   The Age of Digital Services Marketing

       Sebastiano Mereu

10.  Go International with Digital Transformation

       Carla Azevedo Lobo and Fernando Moreira

11.  Internal Marketing Supported by Digital Marketing

       José Duarte Santos, Bruno Sousa, and Paulo Botelho Pires

12.   Tourism and Digital Marketing

        Lauren A. Siegel, Hyerhim Kim, and Ryan Yung

PART 5: DIGITAL MARKETING EXPANDED

13.  Conceptual Background and Recommendations for Practitioners

       Inês Veiga Pereira, Beatriz Casais, and Inês Mendes

14.  Ensure Video Game Success with Digital Marketing

       Radoslav Baltezarević, and Ivana Baltezarević

Index

Biography

Paulo Botelho Pires graduated in Systems Engineering and Computer Science. He holds a Master's Degree in Marketing, and has a PhD in Management. He has extensive experience in higher education at the university and polytechnic level since 2000 and has taught at the University of Porto, the Universidade Portucalense, the Porto Business School, and the Polytechnic Institute of Porto. He has published extensively in journals, book chapters, and books, and has also been a book editor. In addition, he continues to develop research in the areas of artificial neural networks, e-commerce, data analysis, and digital marketing.

José Duarte da Rocha Santos received his PhD in Management from Vigo University. He also holds an MSc in Marketing and a bachelor’s degree in business sciences.  Between 1987 and 2002, he played various roles in sales, marketing, and management of companies in the information technology sector. From 2003 to 2018, he performed the functions of a management and marketing consultant. Since 1999, he has been a professor in higher education in Portugal in the fields of management and marketing. He is currently a marketing professor at the Accounting and Business School of the Polytechnic of Porto (ISCAP/P.PORTO). He is also a senior researcher at the CEOS.PP - Centre for Organizational and Social Studies of the Polytechnic of Porto, Portugal. His main research areas are Strategic Marketing and Digital Marketing Strategies.

Inês Veiga Pereira obtained a PhD in Communication from the University of Vigo. She also has a master's degree in Corporate Sciences - marketing and a bachelor's degree in Management, from the Faculty of Economics of the University of Porto.

Since 2001 she has been a professor in higher education in Portugal in the area of marketing. She is currently a senior lecturer of marketing at the Business Sciences School of Polytechnic of Porto (ISCAP/P.PORTO). She is the director of the Degree in Business Communication and the Postgraduate Degree in Management and Direction of Healthcare Institutions.

She is also a senior researcher at CEOS.PP-Center for Organizational and Social Studies of the Polytechnic of Porto, Portugal. Her main areas of research are branding, social marketing, and corporate social responsibility.