Promoting Organizational Performance Through 5G and Agile Marketing
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Promoting Organizational Performance Through 5G and Agile Marketing

José Duarte Santos (Polytechnic Institute of Gaya, Portugal) and Bruno Miguel Sousa (Polytechnic Institute of Cávado and Ave (IPCA), Portugal)
Projected Release Date: September, 2022|Copyright: © 2023 |Pages: 320
DOI: 10.4018/978-1-6684-5523-4
ISBN13: 9781668455234|ISBN10: 1668455234|EISBN13: 9781668455258|ISBN13 Softcover: 9781668455241
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Description & Coverage
Description:

It is well understood that many business operations are evolving to fit within the mold of society’s technological advancement. This is no different for marketing. While there are indicators proving the evolution of marketing, there are still many questions that must be addressed when examining the changes made to the field: whether this evolution will force new tactics, whether it will be reduced to technological tools, and more. These questions must be answered in order to allow organizations to be more customer-oriented and competitive.

Promoting Organizational Performance Through 5G and Agile Marketing provides knowledge and skills to allow readers the ability to understand the evolution and trends of marketing, as well as its implications in organizations and customer relationships. It consolidates concepts introduced in recent years and examines possible opportunities to broaden the breadth of marketing, demonstrating its interdisciplinarity. Covering topics such as loyalty programs, brand attachment, and purchase intention, this premier reference source is an excellent resource for business leaders and executives, brand managers, IT managers, marketers, communications professionals, students and faculty of higher education, librarians, researchers, and academicians.

Coverage:

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

  • 5G Technology
  • Agile Marketing
  • Brand Attachment
  • Digital Marketing
  • E-Commerce
  • Internet of Things (IoT)
  • Loyalty Programs
  • Metaverse Adoption
  • Organizational Performance Appraisal
  • Perceived Value
  • Purchase Intention
  • Sustainable Fashion
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