"In response to the unprecedented emergence of the fourth wave of digital marketing, this timely book explores how the ascension of artificial intelligence and the disappearance of cookies are the biggest drivers and enablers of change in this fast-moving industry. Combining the expertise of...

In the fast-evolving world of digital marketing, businesses, brands, and organizations are constantly searching for ways to engage consumers, shape perceptions, and create meaningful interactions in the vast expanse of the online environment. The rise of digital technologies and the increasing...

Tourism is placed in a global context involving various culture with different preferences and purchasing powers. Thus, using digital marketing can provide new insights and rich data that can be used for developing tourism products or services to fulfill various needs. With a hyper-competition...

This paper explores the multifaceted nature of digital marketing strategies by integrating microeconomic and behavioral economics theories to understand consumer decision-making processes. Traditional microeconomics elucidates consumer behavior through structural elements such as pricing and...

This research examines the evolving landscape of digital marketing ROI measurement within the context of the Experience Economy, driven by increasing channel complexity and technological advancements. It traces the historical progression from basic metrics to sophisticated multi-touch...