Marketing Perspectives on Phygitalization (eBook, PDF)

Redaktion: Rana, Sudhir; Mukherjee, Subhadeep; Anand, Arpan; Ghosal, Indrajit; Jindal, Priya

• Format: PDF

Produktbeschreibung

The fusion of physical and digital experiences has given rise to a new phenomenon known as "phygitalization," where companies seamlessly integrate both realms to create a cohesive and immersive customer experience. This new book examines the opportunities and challenges that this convergence presents and highlights strategies that companies can employ to leverage its full potential. Drawing upon the expertise of marketing professionals, industry leaders, and academic researchers, this book offers a comprehensive overview of the key concepts, strategies, and best practices for employing phygitalization in marketing, providing a practical perspective through case studies and focused discussions.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 374
• Erscheinungstermin: 13. März 2025
• Englisch
• ISBN-13: 9781040266786
• Artikelnr.: 72582952

Autorenporträt

Sudhir Rana, PhD, is a Faculty of Marketing and Strategy at the College of Healthcare Management and Economics at Gulf Medical University, United Arab Emirates. He has delivered over 300 keynote speeches and has led workshop sessions and webinars. He is Co-Editor-in-Chief of the South Asian Journal of Marketing as well as Editor of FIIB Business Review and a series editor for the book series Advances in Emerging Markets and Business Operations. Priya Jindal, PhD, is an Associate Professor at Chitkara Business School, Chitkara University, Punjab, India. With over 16 years of experience, she has supervised PhD and MPhil scholars and has published many research papers. She has filed more than 14 design patents and six utility patents and has edited several books. Dr. Jindal has presented at and chaired many national and international conferences, including several IEEE conferences. Indrajit Ghosal, PhD, is Associate Professor of Management & Commerce, Brainware University Barasat, Kolkata, India. He has more than 15 years of teaching experience and has published several books and book chapters and over 50 research papers in international journals. He also holds six patents. He has presented papers and case studies at international and national conferences, is a reviewer for several journals, and has been a keynote speaker, resource person, and chairperson. Arpan Anand, PhD, is an Assistant Professor at the Jaipuria Institute of Management, India. Dr. Anand's works have been published in national and international journals such as the International Journal of Emerging Markets, International Journal of Business and Globalization, and Journal of Service Research. He has been a guest faculty, scholar, guest editor, guest speaker, and session chair in India and abroad and is a reviewer for many renowned journals. Subhadeep Mukherjee, PhD, is an Assistant Professor of Management Studies at Ramaiah University of Applied Sciences, India. He has many years of industry experience in the domain of HR and marketing and has published and presented at international and national conferences. He is the Co-Editor-in-Chief of Adhyatma: A Journal of Management, Spirituality and Human Values and is a reviewer for many international and national journals.

Inhaltsangabe

1. Brand Performance, Innovation, and Brand Awareness Antecedents to Brand
Perception and Brand Loyalty 2. Marketplace to Marketspace: Footfalls to
Eyeballs 3. Adoption of Phygitalization in the Retail Industry: Benefits
and Challenges 4. Metaverse Marketplace Development 5. Augmented Reality in
Beauty Industry: The Effect of AR Characteristics on Impulse Buying
Behavior 6. Retail Spatial: Conventional to Metaverse Retailing 7. Voices
of People: Social Media's Strategic Role in Building Marketing
Communication 8. Impact of Viral Marketing on Female Purchase Decision
Towards Lifestyle Shopping 9. Influence of Age on Patient Beliefs Related
to Social Media Promotion of Branded Drugs 10. Classification of Patients
on Patient Empowerment: A Study of Online Patient Support Groups 11.
Towards A Cashless Economy - The Role of Mobile Banking in India 12.
Factors Affecting Customer Satisfaction on Online Shopping: An Empirical
Analysis 13. Marketing Perspectives on Phygitalization 14. Factors
Affecting the Decisions of Online Buying Behavior in an Emerging Economy
15. A Study on the Impact of Social Media Influencer's Reputation on
Consumer Online Conformity: The Mediating Role of Informational Influence
16. Brand Experience Through Data Management: An Analytical Exposure in
Indian Restaurants 17. Integration of Phygitalization and the Potential for
Information Technology in Augmented Digital Technology of User Engagement
18. Green Consciousness: A Study of Consumer Awareness in the Phygitalized
World 19. Consumer-Brand Relationship: A Review and Future Scope 20. The
Effects of Digital Marketing Transformation Trends on Artificial
Intelligence in B2B Businesses: A Systematic Review 21. Transgender
Inclusivity in Marketing Strategy and Its Effect on Brand Equity 22. Impact
of Social-Media on Buying Behavior of Consumer 23. The Art of Appealing
Customer Attitude by Dint of Neuro-Advertising