{"product_id":"the-impact-of-digitalization-on-current-marketing-strategies-hardcover","title":"The Impact of Digitalization on Current Marketing Strategies - Hardcover","description":"\u003cp\u003eby \u003cb\u003eLuis Matosas-López\u003c\/b\u003e (Editor)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eDigitalization 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.\u003c\/p\u003e \u003cp\u003e\u003cem\u003eThe Impact of Digitalization on Current Marketing Strategies\u003c\/em\u003e is the first volume in the \u003cem\u003eMarketing and Technology: New Horizons and Challenges\u003c\/em\u003e 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.\u003c\/p\u003e \u003cp\u003eSubjects 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.\u003c\/p\u003e \u003cp\u003eSeries editor Luis Matosas-L?pez 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.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eLuis Matosas-López\u003c\/strong\u003e 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.\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 256\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.63 x 9 x 6 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e March 14, 2024\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":42137392808071,"sku":"9781837536870","price":188.1,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0601\/2623\/2711\/files\/99230d2fe703346fcfc510fb10f3f9c6.webp?v=1732697292","url":"https:\/\/booksby.splitshops.com\/products\/the-impact-of-digitalization-on-current-marketing-strategies-hardcover","provider":"Books by splitShops","version":"1.0","type":"link"}