Marketing and advertising in the online-to-offline (O2O) world[electronic resource]
- 其他作者: Dinana, Hesham, , IGI Global.
- 出版: Hershey, Pennsylvania : IGI Global 2023.
- 稽核項: 1 online resource (310 p.).
- 標題: Internet marketing. , Marketing. , Electronic books.
- ISBN: 1668458446 , 9781668458440
- 試查全文@TNUA:
- 附註: Includes bibliographical references and index. Chapter 1. Future challenges of marketing online-to-offline (O2O) -- Chapter 2. Emergence of online-to-offline business model: insights from India -- Chapter 3. Privacy paradox amid e-commerce epoch: examining Egyptian youth's practices of digital literacy online -- Chapter 4. Artificial intelligence as the new realm for online advertising -- Chapter 5. Social media influencers as a sales tool and medium for online-to-offline sales -- Chapter 6. Advertising ethics in the social media age: the Nigerian scenario -- Chapter 7. The effect of online and offline touchpoints on customer experience and brand performance: a case of an omnichannel marketing strategy in Egypt -- Chapter 8. The role of gamificationin omnichannel service systems from the customer experience perspective -- Chapter 9. The effect of online and offline brand experience on brand equity -- Chapter 10. Building brands digitally: how brands create the luxury experience usingO2O -- Chapter 11.Innovative marketing of Chinese Baijiu for online and offline markets: a Case Study of Wuliangye and Moutai -- Chapter 12. Commercial Bank Readiness for Adoption of Marketing 4.0: Evidence From Nepal.
- 摘要: "This book presents insight into Online and Offline marketing strategies and practices as a the new normal that will guide marketing scholars and practitioners alike, focusing on the emerging trend of online and offline worlds fusion"--
- 電子資源: https://dbs.tnua.edu.tw/login?url=http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-6684-5844-0
- 系統號: 005331077
- 資料類型: 電子書
- 讀者標籤: 需登入
- 引用網址: 複製連結