The Impact of Digitalization on Current Marketing Strategies
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- Contents
- About
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-López 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.
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 José Duarte Santos
- Chapter 5. Pricing 360º: 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-Schröder, 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-López
- Chapter 9. Safeguarding Privacy: Ethical Considerations in Data-Driven Marketing; Alex Deslée 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; Ângela Cunha and Beatriz Casais
- Chapter 13. Navigating the Digital Era: Exploring Consumer Behavior Across Multiple Channels. A Review and Research Agenda; Paula Rodríguez-Torrico, Sonia San-Martín, and Rebeca San José Cabezudo
Luis Matosas-López 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.