Marketing Technology - by Ediz Edip Akçay

About the Book

Learn how to utilize emerging technologies and innovations to enhance marketing strategies and tactics with this textbook for upper-level studies.

Book Synopsis

Marketing Technology is the textbook for understanding technology-driven marketing strategy in a digital-first world.

How can marketers harness emerging technologies to design more engaging, data-led and ethical campaigns? 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 lecture 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.

Review Quotes

"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"

"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 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"

"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"

About the Author

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.