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2023 | OriginalPaper | Chapter

9. Connectivity

Author : S. Umit Kucuk

Published in: Visualizing Marketing

Publisher: Springer International Publishing

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Abstract

Connectivity, as a new digital marketing mix element, is discussed as one of the most influential digital marketing mix elements. Addressability and findability features are defined and discussed with their relationship with connectivity through visiting email marketing, domain name branding, and search engine marketing applications in the literature. Managerial issues were also addressed for the successful implementation of such connectivity features to generate better marketing value for all market agents in the digital world.

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Title: Connectivity
Author: S. Umit Kucuk
Publisher: Springer International Publishing
Book: Visualizing Marketing
Print ISBN: 978-3-031-18214-3

Electronic ISBN: 978-3-031-18215-0

Copyright Year: 2023
DOI: https://doi.org/10.1007/978-3-031-18215-0_9