Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer

Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this change has prodded marketing departments to work with their various IT departments and technologists to expand consumers' access to content. In order to remain competitive, marketers must integrate marketing campaigns across these different devices and become proficient in using technology. The Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer is a pivotal reference source that develops new insights into applications of technology in marketing and explores effective ways to reach consumers through a wide range of devices. While highlighting topics such as cognitive computing, artificial intelligence, and virtual reality, this publication explores practices of technology-empowered digital marketing as well as the methods of applying practices to less developed countries. This book is ideally designed for marketers, managers, advertisers, branding teams, application developers, IT specialists, academicians, researchers, and students.

Author: Sumesh Singh Dadwal
Publisher: Business Science Reference
Published: 11/15/2019
Pages: 305
Binding Type: Hardcover
Weight: 3.53lbs
Size: 11.00h x 8.50w x 1.25d
ISBN13: 9781799801313
ISBN10: 1799801314
BISAC Categories:
- Business & Economics | Industries | Retailing
- Business & Economics | Consumer Behavior | General
- Business & Economics | Marketing | Research

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