UID:
almahu_9949383644202882
Format:
1 online resource (xiii, 229 pages).
ISBN:
0429203578
,
9780429512032
,
0429512031
,
9780429518898
,
0429518897
,
9780429515460
,
0429515464
,
9780429203572
Series Statement:
Routledge studies in marketing ; 8
Content:
"This book sets out the new frontier of marketing and communication through real case histories. Companies must re-think their traditional approaches to successfully face the upcoming challenges. They must learn how to innovate and change things when they go well. New emerging technologies such as AI and IoT are the new frontiers of the digital transformation that is radically changing the way consumers and companies communicate and engage with each other. Marketing makes a company a change-maker, while communications tell the story to engage customers and stakeholders. The book introduces brand positioning (to match brand values and consumers' attributes), and brand as human being (to raise trust, loyalty and engagement among customers and stakeholders), through the partnership Enel X- Formula E and e-mobility case, and the PMI case (its disruptive effect on tobacco industry). After a deep analysis of the disruptive effects on business models of the digital transformation, the book explores digital communications through the Pietro Coricelli case (how a well-designed digital strategy can raise reputation and sales). The book also provides a new holistic approach and identifies a future leader, through the H-FARM case (how to disrupt business models and education). The book is aimed at researchers, students and practitioners, and provides an improved understanding of marketing and communications, and the evolution of the strategic, organizational and behavioural model"--
Additional Edition:
Print version: Magnotta, Edoardo. Digital disruption in marketing and communications Abingdon, Oxon ; New York, NY : Routledge, 2020. ISBN 9780367196295
Language:
English
Keywords:
Electronic books.
;
Electronic books.
DOI:
10.4324/9780429203572
URL:
https://www.taylorfrancis.com/books/9780429203572
Bookmarklink
