Marketing in a Digital World: Exploring Immersive Experiences, Innovation, and Cultural Dynamics of Consumption

Jain, Varsha

ISBN 10: 9819565049 / ISBN 13: 9789819565047

Edité par Palgrave Macmillan, 2026

2026. hardcover. . . . . . Books ship from the US and Ireland. N° de réf. du vendeur V9789819565047

Synopsis :

The book focuses on emerging digital marketing and consumer culture research directions. It brings together work on immersive experiences, AI-driven innovation, and cultural influences that shape modern consumption. The chapters examine how technology, creativity, and identity shape marketing strategies and consumer responses. With contributions from global scholars, the book offers a broad academic and practical view of how marketing continues to adapt to digital and cultural transformations. This edited volume originated from the International Conference Marketing Communication 2025 (ICMC), organised by Mudra Institute of Communications, Ahmedabad, India.

À propos de l?auteur:

 Varsha Jain, Professor of Marketing, ESSCA France, is Deputy Editor of the Journal of Consumer Behaviour and Associate Editor at three “A” journals. She has received awards, chaired global conferences, and published over 145 papers including leading A* and A journals.

Githa Heggde, Dean at MICA, holds a Ph.D. in Management from Bharathiar University. With over 30 years of academic, consulting, and industry experience, she has led top business schools, guided institutional turnarounds, contributed to government initiatives, consulted corporates, and published research and books in marketing and supply chain management.   Russel Belk's research explores the meanings of possessions, collecting, gift-giving, sharing, and materialism. His work is often cultural, visual, qualitative, and interpretive. By examining how possessions hold meaning after acquisition and how cultures view consumption, he believes we gain deeper insights into how people define themselves through what they desire, own, and use.   George Spais is an adjunct faculty member at the Hellenic Open University. His expertise includes promotion management, digital marketing, and marketing education. His research is widely published in scholarly journals of marketing, and he worked extensively as marketing consultant and serves as editor for several major marketing journals.

Détails bibliographiques

Titre : Marketing in a Digital World: Exploring ...
Éditeur : Palgrave Macmillan
Date d'édition : 2026
Reliure : Couverture rigide
Etat : New