Call for Chapter Proposals and Symposium Participation

DIGITAL MARKETING: CONCEPT, THEORY, AND PRACTICE

Contribute a chapter to the anthology “Digital Marketing: Concept, Theory, and Practice”to be published by Libri Publishing Limited. Then join fellow authors at the symposium in Ann Arbor, Michigan to review, edit, and complete the chapters, and to finalize the anthology for publication.

ABOUT THE ANTHOLOGY
We now live in a digital world. Indeed, there are more than 3 billion people connected to the internet. For every 100 people on the planet, there are 96 mobile telephone subscriptions. And more and more of our everyday objects—toys, cars, even kettles—have created an ‘internet of things’.

It is no surprise, therefore, that companies are eager to harness this digital world. Marketers, in particular, hope that so-called digital marketing will allow them to gain new customer insights, refine customer segmentation, and communicate to customers more efficiently and effectively. They anticipate that the digital world will offer possibilities for new product innovation, new methods for engaging customers, new vehicles for creating brand communities.

Despite the pervasiveness of the digital world, however, digital marketing is seemingly still in its infancy. To begin, what exactly is digital marketing? Indeed, the term is bandied about, but its meaning—its scope, outline, boundary, and limits—is far from concise. Second, digital marketing is still very atheoretical. To date, it has largely been based on assumptions, guesswork, and conjecture. And third, digital marketing is conducted ad hoc, with few (if any) standardised policies, practices, or procedures.

For this anthology, therefore, the editors seek chapters which explore digital marketing. They welcome chapters from practitioners and scholars alike, and which follow any methodological tradition. Specifically, the editors will be guided by the three broad but interrelated themes which were identified above:

1. Conceptual: What is digital marketing? Are there different types? How is it situated within marketing more broadly? Answering these types of questions will sharpen the definition of digital marketing. Proposals will be evaluated, therefore, on their contribution to our understanding of the nature of digital marketing.

2. Theoretical: How does digital marketing work? What are its effects? Can it be controlled? Answering these types of questions will raise the significance of digital marketing. Proposals will be evaluated, therefore, on their contribution to our understanding of the mechanisms of digital marketing.

3. Practical: How is digital marketing conducted? What are its different channels? In which contexts does it work? Answering these types of questions will increase the application of digital marketing. Proposals will be evaluated, therefore, on their contribution to our understanding of the function of digital marketing.

SUBMISSION PROCEDURE
Submit your chapter proposal (maximum 2 000 words) to jdbranch@umich.edu<mailto:jdbranch@umich.edu> on or before 3 April 2016. Please note that you may only be an author/co-author on one chapter proposal.

IMPORTANT DATES
3 April 2016: Deadline for submitting your chapter proposal for this anthology (max 2000 words)
24 April 2016: Notification to authors of accepted chapter proposals
7 August 2016: Deadline for submitting your chapter for the anthology
28 August 2016: Notification to authors of accepted chapters
04 September 2016: Registration & payment
11 September 2016: Chapters sent to other authors for peer feedback
19-23 October 2016: Symposium Ann Arbor, Michigan
Winter 2017: Publication of anthology

IMPORTANT SYMPOSIUM INFORMATION
This is a residential symposium. A minimum of one author of each chapter must attend the symposium for its entire duration.

FOR MORE INFORMATION
Contact John Branch: jdbranch@umich.edu