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-Lopez 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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Dateigröße
ISBN-13
978-1-83753-686-3 (9781837536863)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Luis Matosas-Lopez is an Associate Professor at Rey Juan Carlos University, Spain. He has published more than 30 articles and participated in more than 40 international congresses.
Herausgeber*in
Rey Juan Carlos University, Spain
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 Jose 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-Schroeder, 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-Lopez
Chapter 9. Safeguarding Privacy: Ethical Considerations in Data-Driven Marketing; Alex Deslee 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; Angela Cunha and Beatriz Casais
Chapter 13. Navigating the Digital Era: Exploring Consumer Behavior Across Multiple Channels. A Review and Research Agenda; Paula Rodriguez-Torrico, Sonia San-Martin, and Rebeca San Jose Cabezudo
