The business world today is changing enormously due to many factors
that affect every element of the business cycle worldwide. From
globalization to recession, in addition to other environmental
forces, companies today face numerous challenges that have a great
impact on business. Among the factors that are affecting the
current way business is conducted are the emergence of marketing
tools including the internet, internet of things (IoT), virtual
reality, mobile applications, social media, electronic word of
mouth (eWoM), artificial intelligence, digital marketing, and more
that have a great impact not only on customers but also on
companies. It is imperative for businesses to embrace the
utilization of these tools in order to expand their customer base
and provide unique, successful consumer experiences. The Handbook
of Research on IoT, Digital Transformation, and the Future of
Global Marketing provides comprehensive coverage of current global
marketing trends related to the use of technology. The book links
the industry with academia by providing useful insights on how to
improve businesses' ability to create and customize customer value
and loyalty. Covering topics including e-commerce, mobile
marketing, website development, and phygital customer experiences,
this book is essential for marketers, brand managers, advertisers,
IT consultants and specialists, customer relations officers,
managers, practitioners, business owners, marketing and business
associations, students, researchers, and academicians interested in
incorporating the latest technologies and marketing strategies into
their businesses and studies.
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