Digital Marketing


Concept, Theory, and Practice, Call for chapters and symposium participation, Ann Arbor, 19-23 Oct 2016; Deadline 3 Apr


Digital Marketing: Concept, Theory, and Practice

19-23 October 2016
Stephen M. Ross School of Business, University of Michigan

Ann Arbor, Michigan, U.S.A.

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



The anthology will be edited by:

John Branch, Academic Director of Part-Time MBA Programs and Clinical Assistant Professor of Business Administration, Stephen M. Ross School of Business, University of Michigan

Marcus Collins, Senior Vice President and Executive Director of Social Engagement, Doner

Eldad Yogev, Global Lead Analytics/Data – Digital Marketing and Consumer Insights, Huawei


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—cuddly 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.



Libri Publishing Ltd., Brunel House, Volunteer Way, Faringdon, Oxfordshire, SN7 7YR, England. (Website Libri is a publishing company committed to providing innovative, high quality, challenging publications for readers. It offers a highly responsive publishing service for authors and client organisations.
Libri publishes titles under three different imprints. Titles published under the Libri Books imprint (the original imprint) are focused on communities of practice whose members include professional practitioners, consultants, teachers and trainers, and researchers. Libri Books titles are focused on management and professional/organizational development, health policy and medical training, and the Business of Higher Education. The titles published under Libri Publishing’s second imprint, Green Frigate Books, are intended for similar communities of practice in Design, Interiors and Architecture and in the Natural and Built Environments. Libri’s third imprint, Redshank Books, publishes titles aimed at a general readership in popular culture and current affairs.
Libri was established in February 2009 by a team of colleagues who had worked together for a dozen years in professional and academic publishing, knowledge transfer, and the management and delivery of blended learning projects. Between them, Libri’s senior managers have over fifty years of experience in media organisations, higher education and consultancy. Their extensive expertise includes authorship, design, editing, printing and publishing, IT and e-learning pedagogy, and the design and provision of continuing professional development programmes. Libri supports its core expertise with a broad-based supply chain of long-established and highly skilled sub-contractors. 
Libri Publishing Ltd. is the publisher of the following anthologies produced by the international association Learning in Higher Education (LiHE): Teaching Creativity – Creativity in Teaching; Postgraduate Education. Form and Function; Beyond Transmission: Innovations in University Teaching; Simulations, Games and Role-Play in University Education; Learning in Higher Education – Contemporary Standpoints; Learning Spaces in Higher Education; Technology-Enhanced Learning in Higher Education.

Submit your chapter proposal (maximum 2 000 words) to on or before 3 April 2016. Please note that you may only be an author/co-author on one chapter proposal.


3 April 2016: Deadline for submitting your chapter proposal for this anthology (maximum 2 000 words)
24 April 2016: Notification to authors of accepted chapter proposals
7 August 2016: Deadline for submitting your chapter for the anthology (only authors who had their chapter proposals accepted can submit chapters)
28 August 2016: Notification to authors of accepted chapters
04 September 2016: Registration & payment (only authors who had their chapters accepted can attend the symposium)
11 September 2016: Chapters sent to other authors for peer feedback
19-23 October 2016: Symposium Ann Arbor, Michigan
Winter 2017: Publication of anthology

This is a residential symposium. A minimum of one author of each chapter must attend the symposium for its entire duration.
Contact John Branch: