Kogan Page Ltd Marketing Technology: Integrating Martech for Transformational Marketing

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. Autorid: Ediz Edip Akçay