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RESEARCH PRODUCT

Introduction

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Digital Marketing (DM) and Communication is a quickly advancing field, where changes are fuelled by technological development or disruptions and consumer demand. This book highlights the latest trends in DM to complement current learning materials and emphasises that the best marketing results occur when DM is integrated into the overall marketing activities of a firm, given that consumers do not necessarily view a brand’s presence online as separate from their brick-and-mortar operations. nonPeerReviewed