The impact of digitalization on current marketing strategies /
Digitalization has completely transformed marketing. It has changed consumption habits, consumer behaviour, and purchasing processes. In addition, it has modified marketing strategies, tactics, and processes, offering a wide range of mechanisms that allow companies, of all types and sizes, to enhanc...
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| Glavni autor: | |
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| Format: | Elektronički e-knjiga |
| Jezik: | engleski |
| Izdano: |
Bingley, U.K. :
Emerald Publishing Limited,
2024.
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| Serija: | Marketing & technology: new horizons and challenges
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| Teme: | |
| Online pristup: | https://doi.org/10.1108/9781837536863 |
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Sadržaj:
- Chapter 1. Strategic Implications of Chatbots in Marketing: Exploring Applications And Factors of Customer Acceptance / Giulia Pavone and Kathleen Desveaud
- Chapter 2. Sensorial Customer Experiences in Online Touchpoints / Larissa Becker and Eduardo Rech
- Chapter 3. How to Create a Fave and Catch the Fake: Generative Adversarial Networks (Gans) in Marketing / Mousumi Bose, Lilly Ye, and Yiming Zhuang
- Chapter 4. Online Store Selection: Identifying the Constructs / Paulo Botelho Pires and José Duarte Santos
- Chapter 5. Pricing 360: A Paradigm Shift in the Way Pricing is Managed in the Digital Economy / Anett Erdmann
- Chapter 6. Introducing the Service Robot Innovation Canvas / Chelsea Phillips, Marc Becker, Gaby Odekerken-Schröder, and Dominik Mahr
- Chapter 7. Social Media Marketing: Adoption, Strategies, Approaches, Audience Behavior, and Content, for Political Marketing / Aman Abid and Sanjit K. Roy
- Chapter 8. The Importance of CRM Systems to Business Management and Marketing Strategies / Luis Matosas-López
- Chapter 9. Safeguarding Privacy: Ethical Considerations in Data-Driven Marketing / Alex Deslée and Julien Cloarec
- Chapter 10. Artificial Intelligence and the Perspective of Value Creation: Present Research Focus and Future Directions / Kunjan Rajguru
- Chapter 11. The Importance of Corporate Digital Responsibility (CDR) in a Digital Service World / Werner Kunz, Jochen Wirtz, Nicole Hartley, and James Tarbit
- Chapter 12. Influence Marketing on Social Media: The Reputation Change After a Corporate or Referral Brand Crisis / Ângela Cunha and Beatriz Casais
- Chapter 13. Navigating the Digital Era: Exploring Consumer Behavior Across Multiple Channels. A Review and Research Agenda / Paula Rodríguez-Torrico, Sonia San-Martín, and Rebeca San José Cabezudo.