- 284 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
The Impact of Digitalization on Current Marketing Strategies
About this book
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.
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Information
Table of contents
- Cover
- Series Editor
- Title
- Copyright
- Contents
- List of Figures and Tables
- List of Abbreviations
- List of Contributors
- Preface
- Acknowledgments
- Chapter 1 Strategic Implications of Chatbots in Marketing: Exploring Applications and Factors of Customer Acceptance
- Chapter 2 Sensorial Customer Experiences in Online Touchpoints
- Chapter 3 How to Create a Fave and Catch the Fake: Generative Adversarial Networks in Marketing
- Chapter 4 Online Store Selection: Identifying the Constructs
- Chapter 5 Pricing 360°: A Paradigm Shift in the Way Pricing Is Managed in the Digital Economy
- Chapter 6 Introducing the Service Robot Innovation Canvas
- Chapter 7 Social Media Marketing: Adoption, Strategies, Approaches, Audience Behavior, and Content for Political Marketing
- Chapter 8 The Importance of Customer Relationship Management Systems to Business Management and Marketing Strategies
- Chapter 9 Safeguarding Privacy: Ethical Considerations in Data-Driven Marketing
- Chapter 10 Artificial Intelligence and the Perspective of Value Creation: Present Research Focus and Future Directions
- Chapter 11 The Importance of Corporate Digital Responsibility in a Digital Service World
- Chapter 12 Influence Marketing on Social Media: The Reputation Change After a Corporate or Referral Brand Crisis
- Chapter 13 Navigating the Digital Era: Exploring Consumer Behavior Across Multiple Channels: A Review and Research Agenda
- Index