Overview
How can marketers adapt to and use emerging technologies in their marketing strategies? In this textbook, key technologies and innovations are explored to help students understand and develop impactful and innovative marketing strategies and campaigns. In today's world where digital platforms and technological advancements are at the forefront, marketers should not only understand these tools but also apply them to create engaging, innovative strategies. With this comprehensive approach, upper-level undergraduate and postgraduate students will be well-equipped to apply the knowledge and skills in developing innovative marketing strategies. Features include: - Chapters covering the entire spectrum of modern marketing, from the integration of AI and machine learning to the use of blockchain for transparency and trust in marketing. - Guidance on how to create immersive customer experiences using AR and VR, optimize campaigns with IoT data, and enhance engagement through voice search, smart speakers and devices. - Exploration of the latest trends and tools, including programmatic advertising, marketing automation, and neuromarketing. - Examination of the ethical considerations of using these technologies, ensuring that readers can navigate the complexities of modern marketing responsibly. - Online resources of lecturer slides, practical tasks and downloadable templates.
Full Product Details
Author: Ediz Edip Akçay
Publisher: Kogan Page Ltd
Imprint: Kogan Page Ltd
Dimensions:
Width: 17.00cm
, Height: 1.50cm
, Length: 24.00cm
Weight: 0.666kg
ISBN: 9781398625259
ISBN 10: 1398625256
Pages: 416
Publication Date: 03 February 2026
Audience:
College/higher education
,
Professional and scholarly
,
Tertiary & Higher Education
,
Professional & Vocational
Format: Paperback
Publisher's Status: Active
Availability: Awaiting stock
The supplier is currently out of stock of this item. It will be ordered for you and placed on backorder. Once it does come back in stock, we will ship it out for you.
Reviews
""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."" * Dr. Sarah Juidette, Marketing Professor, Deputy Director, ENCG - University Hassan II Casablanca, Morocco * ""Ediz Akçay has created a refreshingly clear and engaging guide to the world of marketing technology. The book makes complex tools and trends easy to grasp, giving students and educators the confidence to turn theory into real-world impact."" * Dr Daniel Hsu, Lecturer in Digital Marketing & Analytics, Liverpool Business School, Liverpool John Moores University, UK * ""Marketing Technology is a timely and insightful contribution that bridges marketing strategy and technological innovation. The author skilfully illustrates how the Internet of Things transforms data-driven marketing, enabling real-time engagement and personalisation. This textbook offers valuable guidance on leveraging IoT responsibly - balancing innovation with essential challenges and ethical considerations."" * Dr Brenda Patil (SFHEA), Senior Lecturer, Westminster Business School, University of Westminster, UK * ""This text provides an excellent collation and appraisal of cutting-edge marketing technologies that is essential reading for both Undergraduate and Postgraduate students as well as practitioners of the craft. Akçay has developed a highly accessible text that is clear, detailed and immersive without being overwhelming. The blend of theory with practical application, delivered through frequent 'real-world examples', is perfectly judged making this, not only critical reading, but also highly engaging, interesting and hard to put down."" * Jeff Bray, Professor of Consumer Behaviour, Bournemouth University, UK * ""Ediz has created the definitive martech handbook that goes far beyond traditional boundaries, covering everything from AI-powered customer journey mapping and various martech measurement methodologies to pioneering topics like the creator economy and decentralised social media that are not addressed anywhere else. Through compelling case studies and practical frameworks, this comprehensive text not only explains current martech but also prepares students for the future of marketing technology. Students and practitioners alike will find this an indispensable resource that equips them with both the systematic approach and cutting-edge knowledge needed to lead real organisational change as martech continues to evolve."" * Dr Lalitha Kirsnan, Associate Lecturer, School of Business (Marketing), Western Sydney University, Australia * ""A detailed and thorough catalogue revealing the evolution and interconnections between technology and marketing from the earliest to the latest cutting-edge technologies underpinned with thought provoking diagnostic questions."" * Dr. David E. Williams, Associate Professor of Marketing, Department Head Management and Marketing, Edwards School of Business, University of Saskatchewan, Canada *
Author Information
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.
