The Impact of Digitalization on Current Marketing Strategies

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