Digital Marketing

Aantekeningen lectures en samenvatting artikelen + werkcolleges (alles wat je moet leren voor het digital marketing tentamen)

This document will sufficiently prepare you for the exam in digital marketing and technology. It includes a summary of all lectures and all relevant articles from the academic year 2019/2020. Lecturer: Emile Lancee. Grade achieved through this summary: 8.6

This is a summary of the article "Marketing analytics for data-rich environments" of Wedel and Kannan (2016)

This is a summary of the article "Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences" of Hilken, de Ruyter, Chylinski, Mahr and Keeling (2017)

This is a summary of the article "Integrating information technology and marketing: an examination of the drivers and outcomes of emarketing capability" of Trainor, Rapp, Skinner Beitelspacher and Schillewaert (2011)

This is a summary of the article "How does web personalization create value for online retailers? Lower cash flow volatility or enhanced cash flows" of Kalaignanam, Kushwaha and Rajavi (2018)

This is a summary of the article "Watch your tone: how a brand’s tone of voice on social media influences consumer responses" of Barcelos, Dantas and Senecal (2018)

This is a summary of the article "Toward a three-dimensional framework for omni-channel" of Saghiri, Wilding, Mena, and Bourlakis (2017)

This is a summary of the article "Is augmented reality technology an effective tool for e-commerce?" of Yim, Chu and Sauer (2017)