The impact of digitalization on current marketing strategies

• Main Author: Matosas-López, Luis (Author)
• Format: Electronic eBook
• Language: English
• Published: Bingley, U.K. : Emerald Publishing Limited, 2024.
• Series: Marketing & technology: new horizons and challenges
• Subjects: Marketing > Management.; Internet marketing.; elektronické knihy; electronic books
• ISBN: 9781837536887
• DOI: 10.1108/9781837536863
• Physical Description: 1 online resource (256 pages).

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...

Table of Contents:

• 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.