BUSINESS & ECONOMICS / E-Commerce / Internet Marketing

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Advertising, Optimization, and the Origins of Adtech

by Lee McGuigan

ISBN: 9780262545440

How marketers learned to dream of optimization and speak in the idiom of management science well before the widespread use of the Internet.

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How Amazon Branded Convenience and Normalized Monopoly

by Emily West

ISBN: 9780262543309

How Amazon combined branding and relationship marketing with massive distribution infrastructure to become the ultimate service brand in the digital economy.

Digital Entrepreneurship in Africa

How a Continent Is Escaping Silicon Valley's Long Shadow

by Nicolas Friederici, Michel Wahome and Mark Graham

ISBN: 9780262538183

The hope and hype about African digital entrepreneurship, contrasted with the reality on the ground in local ecosystems.