Book Description:
 
Digital Marketing: Analyzing its Transversal Impact by Paulo Botelho Pires, José Duarte Santos, and Inês Veiga Pereira is a comprehensive resource that delves into the profound changes digital marketing has introduced across various marketing sectors. This work emphasizes the necessity of understanding these transformations from both theoretical and empirical perspectives, ensuring applicability in real-world contexts.
 
By integrating robust research, evidence-based practices, and compelling narratives, the text fosters a deeper understanding of topics such as the impact of digital on marketing strategy, consumer behavior in the digital age, digital research methodologies, and the digitalization of business sales. It is an invaluable resource for students, professionals, and academics seeking to enhance their knowledge in digital marketing and its extensive applications.
 
This high-quality PDF eBook features a professional design and interactive content, allowing you to easily navigate between chapters and sections through clickable links.
 
Digital Marketing: Analyzing its Transversal Impact by Paulo Botelho Pires, José Duarte Santos, and Inês Veiga Pereira, published by CRC Press in 2024, is available in interactive PDF format, with Print ISBN: 1032471735 and eTextbook ISBN: 9781003384960. This first edition is categorized under Business & Economics / Advertising & Promotion, making it an invaluable asset for those aiming to excel in understanding the transversal impact of digital marketing across various sectors. Purchase this eBook and save up to 80% at Ebookworm.
 
About the Author(s):
 
Paulo Botelho Pires: Graduated in Systems Engineering and Computer Science, he holds a Master's Degree in Marketing and a PhD in Management. With extensive experience in higher education since 2000, he has taught at various institutions including the University of Porto and the Polytechnic Institute of Porto. He has published extensively in journals, book chapters, and books, and continues to develop research in areas such as artificial neural networks, e-commerce, data analysis, and digital marketing.
 
José Duarte Santos: Received his PhD in Management from Vigo University, holds an MSc in Marketing, and a bachelor's degree in business sciences. Between 1987 and 2002, he played various roles in sales, marketing, and management of companies in the information technology sector. Since 1999, he has been a professor in higher education in Portugal in the fields of management and marketing, currently serving as a marketing professor at the Accounting and Business School of the Polytechnic of Porto (ISCAP/P.PORTO). His main research areas are Strategic Marketing and Digital Marketing Strategies.
 
Inês Veiga Pereira: Obtained a PhD in Communication from the University of Vigo, a master's degree in Corporate Sciences - Marketing, and a bachelor's degree in Management from the Faculty of Economics of the University of Porto. Since 2001, she has been a professor in higher education in Portugal in the area of marketing, currently serving as a senior lecturer of marketing at the Business Sciences School of Polytechnic of Porto (ISCAP/P.PORTO). She is also a senior researcher at CEOS.PP-Center for Organizational and Social Studies of the Polytechnic of Porto, Portugal. Her main areas of research are branding, social marketing, and corporate social responsibility.