"This book offers a holistic overview of the main applications and uses of data sciences in digital marketing strategies and business models, analyzing the new strategies that influence digital marketing and offering insights related to the creation of innovative data-driven and knowledge discovery techniques applied to traditional and digital marketing strategies"--.

• Cover
• Title Page
• Copyright Page
• Book Series
• Table of Contents
• Detailed Table of Contents
• Preface
• Section 1: From Literature to Theory: Reviews, Concepts, and Definitions Linked to Digital Marketing
  • Chapter 1: A Better Understanding of Big Data and Marketing Analytics
  • Chapter 2: The Role of Big Data in Digital Marketing
  • Chapter 3: Digital Marketing vs. Traditional Marketing
  • Chapter 4: Digital Loyalty Programmes
• Section 2: Towards Practitioner Knowledge: Applied Digital Marketing Strategies
  • Chapter 5: Alibaba's International Digital Marketing Practices and Strategies
  • Chapter 6: Activism in the Digital Age
  • Chapter 7: Understanding Google Ads Metrics for SME
  • Chapter 8: Big Data Optimization in Zara
  • Chapter 9: Confirming Digital Marketing Model Innovation Design
  • Chapter 10: Do Spanish Family SMEs Make Appropriate Use of Their Organizational Websites?
  • Chapter 11: Adapting Digital Strategies to a New Era
• Section 3: Case Studies: Advances in Digital Marketing Strategies Applied to Industries
  • Chapter 12: How Digitalisation Is Influencing Traditional Food Restaurants in the Management of Their Marketing Strategies
  • Chapter 13: Personal Brand Benefits of Social Media Use for Researchers
  • Chapter 14: Digital Customer Journey in the Luxury Hotel Experience
  • Chapter 15: Approach to Social Media Marketing Strategies in Different World Regions
• Compilation of References
• About the Contributors
• Index