| 紀錄類型: |
書目-電子資源
: Monograph/item
|
| 杜威分類號: |
658.872 |
| 書名/作者: |
Innovations in Technology and Marketing for the Connected Consumer/ Sumesh Singh Dadwal. |
| 作者: |
Dadwal, Sumesh Singh. |
| 出版者: |
Hershey, Pennsylvania : : IGI Global,, 2019. |
| 面頁冊數: |
1 online resource (xxxiv, 532 p.) |
| 標題: |
Information technology - Economic aspects. |
| 標題: |
Internet marketing. |
| ISBN: |
9781799801337 (ebk.) |
| ISBN: |
9781799801313 (hbk.) |
| ISBN: |
9781799801337 (pbk.) |
| 書目註: |
Includes bibliographical references and index. |
| 內容註: |
Chapter 1. Transformative power of smart technologies enabled by advances in AI: changing landscape for digital marketing -- Chapter 2. Reshaping business organizations through gamification -- Chapter 3. Social media use as an enabler of marketing evolution in knowledge-intensive SMEs -- Chapter 4. Technology and sharing economy-based business models for marketing to connected consumers -- Chapter 5. Post-truth and marketing communication in technological age -- Chapter 6. Millennials vs. cyborgs and blockchain role in trust and privacy -- Chapter 7. Internal marketing cybersecurity-conscious culture -- Chapter 8. Cyber threat ransomware and marketing to networked consumers -- Chapter 9. Impact of supply chain digitalisation on a connected global market -- Chapter 10. Integrating big data analytics into retail services marketing management: the case of a large shopping center in London, UK -- Chapter 11. Technology-enabled marketing and supply chain collaboration -- Chapter 12. Characteristics of millennials and technology adoption in the digital age -- Chapter 13. The role of digital advertising in shaping ideals and consumption choices in the digital era: effectiveness of digital advertisements -- Chapter 14. The impact of augmented reality advertisement on customer engagement in the era of connnected consumers -- Chapter 15. The effect of blogging on fashion consumption -- Chapter 16. Using social media and digital marketing tools and techniques for developing brand equity with connected consumers -- Chapter 17. Digital trends in education operations and marketing -- Chapter 18. Innovative trends in technology for marketing of events -- Chapter 19. Marketing innovation in tourism -- Chapter 20. Technology-supported marketing for sustainable tourism in the Himalayas -- Chapter 21. Digitalisation of the global fintech industry. |
| 摘要、提要註: |
Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this change has prodded marketing departments to work with their various IT departments and technologists to expand consumers' access to content. In order to remain competitive, marketers must integrate marketing campaigns across these different devices and become proficient in using technology. The Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer is a pivotal reference source that develops new insi. |
| 電子資源: |
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-7998-0131-3 |