Marketing in the Digital Age

John O’Connor, & Eamonn Galvin, (2001). Marketing in the Digital Age, Second Edition. Essex England: Pearson Education Limited 2001.

Marketing in the Digital Age was written by two authors, John O’Connor and Eamonn Galvin both from Great Britain. This book is divided into five sections covering the technological changes and the challenges that were encountered in Marketing. There is an introduction of every chapter of the basic concepts of Marketing and the tools and techniques employed in the new Marketing age.

This edition was written to reflect the transition in the past years in the technology used in marketing. Each chapter has been updated with detailed changes that have been brought about by the advancement of the use of the Internet and e-Business. Diagrams and flowcharts have been used throughout the book to help one’s ability to comprehend the writer’s style.

At the end of each chapter, there are Case Studies (which are not fictitious). They are practical