Chaston, Ian.

Internet Marketing and Big Data Exploitation. - Basingstoke : Palgrave Macmillan, 2015. - 1 online resource (297 p.) - eBooks on Demand .

Cover; Contents; List of Figures; Preface; 1 The Online World; 2 Big Data and Analytics; 3 Opportunities; 4 Technology; 5 Capabilities; 6 i-Strategies; 7 Marketing Mix; 8 Websites; 9 Social Media; 10 Blogs, Tweets and Apps; 11 Online Retailing; 12 Online Service Firms; 13 Public Sector Online; 14 Online Governance; 15 Future Market Innovations; Index

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.

9781137488961 115 (NL)


Big data.
Internet marketing.


Electronic books.

HF5415.1265 .C4885 2015

658.8/72 658.872