Deepen your knowledge with carefully selected resources.
Description: Useful article that allows you to discover more on usability analysis from one of the pioneers, Dr Jakob Nielsen, who explored the concept of usability.
Description: Whilst it’s a few years’ old it’s still valid to discover more on digital transformation
Description: New paradigms on integrated marketing with helpful frameworks
14.4: Killian, G. and McManus, K. (2015) ‘A marketing communications approach for the digital era: Managerial guidelines for social media integration’, Business Horizons, 58 (5), pp. 539–549. doi: 10.1016/j.bushor.2015.05.006.
Description: A new 4Cs framework for use in the digital environment
14.5: Kumar, V., Keller, K.L. and Lemon, K.N. (2016) ‘Introduction to the special issue—Mapping the boundaries of marketing: What needs to be known’, Journal of Marketing, 80 (6), pp. 1–5. doi: 10.1509/jm.80.6.1
Description: Helpful background to key issues in marketing