| 紀錄類型: |
書目-電子資源
: Monograph/item
|
| 杜威分類號: |
381 |
| 書名/作者: |
Marketing and advertising in the online-to-offline (O2O) world/ Hesham Dinana, editor. |
| 其他作者: |
Dinana, Hesham, |
| 出版者: |
Hershey, Pennsylvania : : IGI Global,, 2023. |
| 面頁冊數: |
1 online resource (310 p.) |
| 標題: |
Marketing. |
| 標題: |
Internet marketing. |
| ISBN: |
9781668458464 (electronic bk.) |
| ISBN: |
1668458446 |
| ISBN: |
9781668458440 |
| 書目註: |
Includes bibliographical references and index. |
| 內容註: |
Chapter 1. Future challenges of marketing online-to-offline (O2O) -- Chapter 2. Emergence of online-to-offline business model: insights from India -- Chapter 3. Privacy paradox amid e-commerce epoch: examining Egyptian youth's practices of digital literacy online -- Chapter 4. Artificial intelligence as the new realm for online advertising -- Chapter 5. Social media influencers as a sales tool and medium for online-to-offline sales -- Chapter 6. Advertising ethics in the social media age: the Nigerian scenario -- Chapter 7. The effect of online and offline touchpoints on customer experience and brand performance: a case of an omnichannel marketing strategy in Egypt -- Chapter 8. The role of gamificationin omnichannel service systems from the customer experience perspective -- Chapter 9. The effect of online and offline brand experience on brand equity -- Chapter 10. Building brands digitally: how brands create the luxury experience usingO2O -- Chapter 11.Innovative marketing of Chinese Baijiu for online and offline markets: a Case Study of Wuliangye and Moutai -- Chapter 12. Commercial Bank Readiness for Adoption of Marketing 4.0: Evidence From Nepal. |
| 摘要、提要註: |
"This book presents insight into Online and Offline marketing strategies and practices as a the new normal that will guide marketing scholars and practitioners alike, focusing on the emerging trend of online and offline worlds fusion"-- |
| 電子資源: |
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-6684-5844-0 |