Articles liés à The Impact of Digitalization on Current Marketing Strategies

The Impact of Digitalization on Current Marketing Strategies - Couverture rigide

 
9781837536870: The Impact of Digitalization on Current Marketing Strategies
Couverture rigide
ISBN 10 : 1837536872 ISBN 13 : 9781837536870
Editeur : Emerald Publishing Limited, 2024

Synopsis

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 enhance their commercial actions.

The Impact of Digitalization on Current Marketing Strategies is the first volume in the Marketing and Technology: New Horizons and Challenges series. This publishes cutting-edge, high-quality, and original contributions that present results, theories, concepts, models, and applications of the latest technologies throughout the marketing domain.

Subjects covered in this volume include the rise of social media as a marketing tool, customization of the online user experience, pricing strategies in the digitalization era, privacy and ethical considerations in the digital setting, the use of CRM solutions for customer-centric strategies, the importance of corporate digital responsibility, the role of social media influencers, or the use of AI and chatbots to interact with customers.

Series editor Luis Matosas-López provides multidisciplinary references for researchers, instructors, and professionals interested in the most up-to-date research on the challenges connected with the expanding ground of digitalization and marketing.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Luis Matosas-López is an Associate Professor at Rey Juan Carlos University, Spain. He has published more than 30 articles and participated in more than 40 international congresses.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Emerald Publishing Limited
Date d'édition
2024
Langue
anglais
ISBN 10 
1837536872
ISBN 13 
9781837536870
Reliure
Relié
Nombre de pages
256
Éditeur
Matosas-López Luis
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

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