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The internet of things (IoT) enhances customer experience,
increases the amount of data gained through connected devices, and
widens the scope of analytics. This provides a range of exciting
marketing possibilities such as selling existing products and
services more effectively, delivering truly personalized customer
experiences, and potentially creating new products and services.
Smart Marketing With the Internet of Things is an essential
reference source that discusses the use of the internet of things
in marketing, as well as its importance in enhancing the customer
experience. Featuring research on topics such as augmented reality,
sensor networks, and wearable technology, this book is ideally
designed for business professionals, marketing managers, marketing
strategists, academicians, researchers, and graduate-level students
seeking coverage on the use of IoT in enhancing customer marketing
outcomes.
In a global and digital society, businesses are constantly being
challenged by innovative and disruptive management strategies. The
dramatic changes that took place in all quadrants of the world
during COVID pandemic confirmed companies need to constantly update
their resources and anticipate trends. The new normal demands
dedicated approaches to the markets, where technology and the
digital channels have been gaining importance. Success will depend
on the swift adaptation to change and to leading-edge practices
that ultimately require digital transformation. Overall, companies
are using digital channels to achieve a diversified set of business
objectives. Indeed, digitalization offers endless innovation
scenarios that companies take advantage of, some with resistance,
others leveraged by gains in profitability and market share. The
current changes demand an accurate and structured knowledge of
strategies, drivers, and motivations for a digital transformation
of companies, as well as an in-depth perspective of this new
reality for students, educators and managers. This book analyzes
the drivers of digital transformation of businesses, assesses
digital transformation success factors, and presents case studies
of digital adoption by companies in different business sectors.
Overall, it provides valuable insights on the best practices and
success factors of digital transformation for relevant
stakeholders, namely managers, researchers, educators, students,
digital strategists, business associations, communication and
marketing agencies, future entrepreneurs, and all potential
audiences with a specific interest in these topics.
The internet of things (IoT) enhances customer experience,
increases the amount of data gained through connected devices, and
widens the scope of analytics. This provides a range of exciting
marketing possibilities such as selling existing products and
services more effectively, delivering truly personalized customer
experiences, and potentially creating new products and services.
Smart Marketing With the Internet of Things is an essential
reference source that discusses the use of the internet of things
in marketing, as well as its importance in enhancing the customer
experience. Featuring research on topics such as augmented reality,
sensor networks, and wearable technology, this book is ideally
designed for business professionals, marketing managers, marketing
strategists, academicians, researchers, and graduate-level students
seeking coverage on the use of IoT in enhancing customer marketing
outcomes.
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