- A textbook for upper-level students that explores key technologies and innovations to help students develop impactful and innovative marketing strategies and campaigns.
- Features chapters cover the entire spectrum of modern marketing, from the integration of AI and machine learning to the use of blockchain for transparency
- Explores the latest trends and tools, including programmatic advertising, marketing automation and neuromarketing and the ethical considerations of using these technologies
- Includes best practice tips, practical exercises, key terms and real-world examples from Narellan Pools, Netflix, Rainbow Coffee and Coca-Cola to apply knowledge in practice
- Online resources: Lecturer slides
Marketing Technology
Integrating Martech for Transformational Marketing
Learn how to utilize emerging technologies and innovations to enhance marketing strategies and tactics with this textbook for upper-level undergraduate studies.
Key features at a glance
EAN: 9781398625259
Edition: 1
Published:
Format: 240x170
416 pages
About the book
Marketing Technology is the ideal textbook for understanding technology-driven marketing strategy in a digital-first world.
This textbook provides upper-level undergraduate and postgraduate students with a comprehensive understanding of how innovation shapes marketing strategy and practice in the modern business environment.
Blending theory, strategic models and applied insights, this textbook explores the technologies transforming marketing from: artificial intelligence and machine learning to blockchain, automation and augmented, virtual and mixed realities. Students will learn how to use data and critical thinking to deliver measurable impact and build customer trust in an era of continuous digital evolution.
Designed for academic alignment, with key terms, key points, exercises, and reflective questions and real-world application, this textbook includes:
- Detailed coverage of the historical connection between technology and marketing, big data, neuromarketing, smart devices for enhanced consumer engagement, Internet of Things (IoT) and their role in contemporary marketing strategy
- Frameworks for optimizing campaign performance through analytics, automation and return on investment measurement
- Ethical perspectives are explored in each chapter highlighting responsible and transparent use of marketing technology
- Online lecturer resources include presentation slides
Whether studying digital marketing, strategic marketing or marketing management, Marketing Technology by Ediz Edip Akçay, equips students with the expertise and confidence to analyse, apply and innovate with the tools shaping the future of marketing.
About the authors
Dr Ediz Edip Akçay is Senior Lecturer in Digital Marketing and BSc (Hons) Marketing Programme Leader at the Business School, Bournemouth University, UK. He has published work in publications including Journal of Customer Behaviour and Qualitative Market Research, across subject areas of digital advertising, cause-related marketing, user experience in mobile apps and branding.
A timely and comprehensive guide that bridges the gap between technology and marketing strategy. This pedagogical book not only offers clarity and depth on the transformative role of AI, connected technologies, and analytics, but also serves as a valuable teaching resource for educators and professors seeking to equip students with the skills needed for the future of marketing.
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