Marketing and Advertising in the Online-to-Offline (O2O) World

Marketing and Advertising in the Online-to-Offline (O2O) World

Hesham Osama Dinana (American University in Cairo, Egypt)
Indexed In: SCOPUS
Release Date: October, 2022|Copyright: © 2023 |Pages: 310
DOI: 10.4018/978-1-6684-5844-0
ISBN13: 9781668458440|ISBN10: 1668458446|ISBN13 Softcover: 9781668458457|EISBN13: 9781668458464
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Description & Coverage
Description:

The field of marketing has changed for the good as the lines between the online and the offline worlds continue to blur and merge as new metaverses emerge. The evolution of online-to-offline and offline-to-online strategies and business models are transforming the research agenda for academicians and work practices for professionals. Further study on this evolution is required to fully understand the opportunities and future directions.

Marketing and Advertising in the Online-to-Offline (O2O) World presents an insight into online and offline marketing strategies and practices and focuses on the emerging trend in the online and offline worlds. The book also explores the potential use of emerging technologies such as virtual reality, mixed reality, and big data analytics in different marketing and advertising functions. Covering key topics such as consumer behavior, brand equity, advertising, and brand performance, this reference work is ideal for business owners, industry professionals, managers, administrators, policymakers, researchers, academicians, scholars, practitioners, instructors, and students.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Advertising
  • Brand Equity
  • Brand Performance
  • Buying Behavior
  • Consumer Attitude
  • Consumer Behavior
  • Customer Experience
  • Data Analytics
  • Marketing
  • New Realities
  • Purchase Intentions
  • Sustainable Competitive Advantage
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Editor/Author Biographies

Dr. Hesham Dinana has over 35 years of working experience in Strategy, Marketing, Healthcare Digital Economy, and Industry 4.0. In addition, he has more than 22 years of teaching experience both in undergraduate and graduate degree levels. Dr. Dinana graduated for Cairo, University, Systems and Biomedical Engineering Department in 1986, the received his MSc. degree from the Technical University of Eindhoven (Holland), his MBA from University of New Haven (USA), and his DBA in Healthcare Administration from Nova Southeastern University (USA) His industry experiences include Healthcare, ICT, Real Estate, Food & Agribusiness, Oil & Gas, Furniture, and FMCG. Through his various managerial positions at Philips Medical Systems-North America and his consultancy work in the USA, Europe and the Middle East, his experience and expertise evolved to cover a wide spectrum of business and technical areas with hands-on specialization in strategic management, marketing, healthcare planning, corporate governance, IT management and Customer Experience. He led a group of researchers to develop the first Arab World Digital Economy Strategy and Index. Dr. Dinana is a professor of Integrated Marketing Communications (IMC) at the American University in Cairo and has taught MBA & DBA courses in Strategic & International Marketing at Arab Academy for Science, Technology & Maritime Transport. Dr. Dinana has active research agenda in various strategy & marketing areas with a focus on Digital Marketing, Analytics, Entrepreneurship & SMEs Marketing and the use of the Internet-of-Things in Marketing. He has supervised many MBA theses and DBA Dissertations in those areas. Dr. Dinana has given numerous interactive talks/training courses to senior and middle managers and served as a speaker at numerous international conferences focusing on strategic & international management, healthcare marketing, and information technology management especially e-Marketing & e-Health. As the Vice President & Board Member of a leading International Consulting Group, His consulting projects' engagement level span from one-on-one Executive Coaching to National-Level Strategy Development initiatives. He is a Certified Management Consultant (CMC) by the UK Institute of Management Consultancy; a Certified Board Director by the Egyptian Institute of Directors; a Certified Balanced Scorecard Consultant; a Certified Management Simulation Trainer and is a member of the American Management Association, Academy of Management, Association for Service Managers, American College of Healthcare Executives, Egyptian Engineers Syndicate and the Egyptian Society for Quality in Healthcare. As an active member of his community, Dr. Dinana serves as aboard member at the Grand Egyptian Museum (GEM), Eitesal (ICT Industry NGO), and other organizations. He has also, served as a board member at the Egyptian Junior Businessmen Association, the Management Consultants Association, and has been advising the Board of Children Cancer Hospital Foundation 57357 since 1998.

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