TY  - BOOK
AU  - Asensio,Alfonso
TI  - World wide data: the future of digital marketing, e-commerce, and big data 
T2  - Big data and business analytics collection,
SN  - 9781947843042
AV  - HF5415 .W675 2018
PY  - 2018///
CY  - New York, New York (222 East 46th Street, New York, NY 10017)
PB  - Business Expert Press
KW  - Internet marketing
KW  - Electronic commerce
KW  - Big data
KW  - advertising
KW  - big data
KW  - data
KW  - data-driven marketing
KW  - digital marketing
KW  - e-commerce
KW  - online marketing
KW  - Electronic books
N1  - 2; 1. Introduction: a complex world --; 2. The digital marketing ecosystem --; 3. The role of data --; 4. Creating a data strategy --; 5. Some thoughts on privacy --; Conclusion --; Glossary --; About the author --; Index; 2; b; Also available in printing
N2  - The world is currently in the midst of a data revolution. Consumers now inhabit a digital world and companies have no option but to follow them there. Governments are reviewing the rules of usage for consumer data in marketing and advertising in order to take advantage of the huge economic opportunity that the data driven economy represents. Companies, recognizing the opportunity, are hurrying to adapt by digitalizing their processes. They are putting pressure on their managers and working teams to learn how to make best use of the technology capabilities and their data resources. What is more, premier national companies have to compete in a global business field where their Silicon Valley-bred competitors have a substantial advantage in terms of digitalization and data usage. Written in plain English with illustrative examples and cases, this book is for the general manager who seeks a better grasp of this fast-changing business world and a better understanding of what will be required from he/she, not just now but in five years' time
UR  - https://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000693.html
ER  -