"This timely Handbook examines the rapidly expanding research area of digital platforms and business ecosystems in the context of manufacturing industries. Chapters analyze core topics such as business model transformation, ecosystem design, and governance, offering an up-to-date overview of...

"This cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizations' digital...

"This innovative book dissects the transitions and technologies that are appearing in our new digital age. Authors Guy Parmentier and Romain Gandia expand on how this modern industrial revolution is profoundly transforming not just our society as a whole but is also challenging traditional...

"Elgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary. Digital transformation has been fundamentally changing...

Contents: 1 Reinforcing the 'social' in social marketing / Lukas Parker and Linda Brennan -- So what is social marketing? -- What social marketing is not -- Book structure -- References -- Social marketing frameworks / Linda Brennan, Lukas Parker and Ella Chorazy -- Approaches to social...

It's a new world online, where consumers can publish their writing and gain a public presence, even a mass audience. This book links together blogging, writing reviews for Yelp, and creating pinboards for Pinterest, all of which provide ordinary people the opportunity to display their tastes to...

Preface -- Introduction: The economics of the internet: an overview / Johannes M. Bauer and Michael Latzer -- Part II Theoretical foundations -- 1. The industrial organization of the internet / Günter Knieps and Johannes M. Bauer -- 2. The internet as a complex layered system / Stephen J....

This book attempts to shed light on why it is so difficult to develop and maintain successful businesses in the grocery e-commerce arena. Within the last five years, grocery e-commerce has experienced both consistent successes such as Tesco.com and irrevocable failures such as Webvan.com. Niels...

The proliferation of new information technologies throughout the world has raised some important questions for policymakers as to how developing countries can benefit from their diffusion. This important volume compares the advantages and disadvantages of the IT revolution through detailed...