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This book sets out the new frontier of marketing and communication
through real case histories. Companies must rethink their
traditional approaches to successfully face the upcoming
challenges. They must learn how to innovate and change things when
they go well. New emerging technologies such as AI and IoT are the
new frontiers of the digital transformation that are radically
changing the way consumers and companies communicate and engage
with each other. Marketing makes a company a change-maker, while
communications tell the story to engage customers and stakeholders.
The book introduces brand positioning (to match brand values and
consumers' attributes), and brand as human being (to raise trust,
loyalty and engagement among customers and stakeholders), through
Enel X and its partnership with Formula E in the e-mobility case,
and the PMI case (its disruptive effect on tobacco industry). After
a deep analysis of the disruptive effects on business models of the
digital transformation, the book explores digital communications
through the Pietro Coricelli case (how a well-designed digital
strategy can raise reputation and sales). The book also provides a
new holistic approach and identifies a future leader, through the
H-FARM case (how to disrupt business models and education). The
book is aimed at researchers, students and practitioners, and
provides an improved understanding of marketing and communications,
and the evolution of the strategic, organisational, and behavioural
model.
This book sets out the new frontier of marketing and communication
through real case histories. Companies must rethink their
traditional approaches to successfully face the upcoming
challenges. They must learn how to innovate and change things when
they go well. New emerging technologies such as AI and IoT are the
new frontiers of the digital transformation that are radically
changing the way consumers and companies communicate and engage
with each other. Marketing makes a company a change-maker, while
communications tell the story to engage customers and stakeholders.
The book introduces brand positioning (to match brand values and
consumers' attributes), and brand as human being (to raise trust,
loyalty and engagement among customers and stakeholders), through
Enel X and its partnership with Formula E in the e-mobility case,
and the PMI case (its disruptive effect on tobacco industry). After
a deep analysis of the disruptive effects on business models of the
digital transformation, the book explores digital communications
through the Pietro Coricelli case (how a well-designed digital
strategy can raise reputation and sales). The book also provides a
new holistic approach and identifies a future leader, through the
H-FARM case (how to disrupt business models and education). The
book is aimed at researchers, students and practitioners, and
provides an improved understanding of marketing and communications,
and the evolution of the strategic, organisational, and behavioural
model.
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