Digital Marketing Transformation: Road Map and Marketing Concepts

Resumo

Digital Marketing Transformation: Road Map and Marketing Concepts addresses the profound transformation reshaping marketing theory and practice in the digital era. As artificial intelligence, big data, programmatic advertising, immersive environments and the Internet of Things continue to redefine how brands communicate, compete and create value, the volume responds to the need for a comprehensive academic and professional resource that maps this evolving landscape. Thirteen contributions by scholars and practitioners are arranged so that the reader moves from the macro environment to the individual transaction without losing the thread. The book opens by establishing that macro environment: a bibliometric review of the foundational MarTech ecosystem, on the principle that before proposing where a field should go it is worth establishing systematically where it has already been, followed by strategies for digital marketing transformation in highly competitive markets framed as a road map for sustainable growth, and by sustainable digital marketing built on green strategies and AI-supported data use. The chapters that follow trace the rapid evolution of consumer interaction and experience: the paradigm shift from traditional search engines to Generative Engine Optimization (GEO); experience design powered by agentic artificial intelligence in the post-platform economy; the conceptual foundations and measurement approaches of digital customer experience; and the way contemporar

Tipo

Livro

Área

Agrárias

Ano

2026

Idioma

Inglês

Licença

CC BY-NC

DOI

10.38066/hy.57758zyk.hph

Como citar (ABNT)

KUYUCU, Mihalis et al.. Digital Marketing Transformation: Road Map and Marketing Concepts. [S. l.]: Haliç Yayınevi, 2026. DOI: 10.38066/hy.57758zyk.hph.