Deepen your knowledge with carefully selected resources.

14.1: Nielsen, J. (2012) Usability 101: Introduction to Usability, Nielsen Norman Group website. doi: 10.1557/mrs.2011.276.

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.

14.2: Berman, S.J. (2014) ‘Digital transformation: opportunities to create new business models’, Strategy & Leadership, 40 (2), pp. 16–24. doi: 10.1108/10878571211209314

Description: Whilst it’s a few years’ old it’s still valid to discover more on digital transformation

14.3: Batra, R. and Keller, K.L. (2016) ‘Integrating marketing communications: New findings, new lessons and new ideas’, Journal of Marketing, 80 (November), pp. 122–145. doi: 10.1509/jm.15.0419.

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