{"product_id":"the-impact-of-digitalization-on-current-marketing-strategies-9781837536870","title":"The Impact of Digitalization on Current Marketing Strategies","description":"\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\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003eLuis Matosas-L?pez\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\u003cbr\u003e","brand":"Emerald Publishing Limited","offers":[{"title":"Default Title","offer_id":50868843544850,"sku":"9781837536870","price":114.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_50b8fd2c-8d33-4e1a-802a-94e0eeeaab31.jpg?v=1737741149","url":"https:\/\/surprise-castle.myshopify.com\/products\/the-impact-of-digitalization-on-current-marketing-strategies-9781837536870","provider":"Surprise Castle","version":"1.0","type":"link"}