Contemporary Trends in Marketing

Problems, Processes and Prospects

Häftad, Engelska, 2024

Av Aarti Saini, Justin Paul, Satyanarayana Parayitam

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This edited volume explores marketing in the Post-COVID world and the significant changes that have recently hit the markets. Organized into seven themes, this volume will critique and connect the meaning of the “new normal” in marketing and topics such as the future of markets, post-pandemic consumer behaviour, and new marketing strategies.

Produktinformation

Utgivningsdatum2024-08-24
Mått148 x 210 x 10 mm
Vikt226 g
FormatHäftad
SpråkEngelska
SeriePalgrave Studies in Marketing, Organizations and Society
Antal sidor149
Upplaga2023
FörlagSpringer International Publishing AG
ISBN9783031365911

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Aarti Saini is Associate Professor in the Department of Commerce at Shaheed Bhagat Singh College at the University of Delhi, India.Justin Paul is Full Professor in the Ph.D. & MBA programs at the University of Puerto Rico, USA and serves as Editor-in-Chief of the International Journal of Consumer Studies.Satyanarayana Parayitam is Professor of Strategic Management in the Charlton College of Business at the University of Massachusetts Dartmouth, USA.

1. Introduction Contemporary trends in Marketing: Problems Processes and Prospects.- 2. Learning to Navigate a Changing Marketing Landscape.- 3. Future of Marketing After Disruptions and Uncertainties: Physical, Digital, or Phygital?.- 4. The Digital Drivers of Consumer Behavior: Industry 4.0, Web 3.0, and Artificial Intelligence.- 5. Rethinking nation branding in the post-pandemic, post-truth era.- 6. Intelligent Automation, Service Robots, and AI – The Service Revolution Is in Full Swing.- 7. Delivering Value Through Sustainable Marketing.- 8. #BoycottLaalSinghChaddha: Failure to Leverage Twitter.