IoT, Digital Transformation, and the Future of Global Marketing

IoT, Digital Transformation, and the Future of Global Marketing

Hatem El-Gohary (Birmingham City University, UK), David Edwards (Birmingham City University, UK) and Mohamed Slim Ben Mimoun (Qatar University, Qatar)
Pages: 300|DOI: 10.4018/978-1-7998-7192-7
ISBN13: 9781799871927|ISBN10: 1799871924|EISBN13: 9781799871941|ISBN13 Softcover: 9781799871934


The business world today is changing enormously due to many factors that affect every element of the business cycle worldwide. From globalization to recession in addition to other environmental forces, companies today face numerous challenges that have a great impact on its business. Among the factors that affected the current way of conducting business are the emergence of so many marketing tools that lead to great impact not only on customers but also on companies. The Internet, IoT, Virtual Reality, Mobile Applications, Social Media, Electronic word of mouth (eWoM), Artificial Intelligence, Digital Marketing, etc. are only a few examples of such current marketing trends.

This book aims to provide comprehensive coverage of the current global marketing trends related to the use of technology. The book aims to link the industry with academia by providing useful insights on how to improve businesses ability in creating and maximizing customers’ value and loyalty. The book illustrates the different new trends in marketing to enhance current knowledge in this area of research. The chapters presented in the book provide excellent opportunities for understanding the different digital age marketing trends.

Table of Contents and List of Contributors

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