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Beschreibung
The book focuses on emerging digital marketing and consumer culture research directions. It brings together work on immersive experiences, AI-driven innovation, and cultural influences that shape modern consumption. The chapters examine how technology, creativity, and identity shape marketing strategies and consumer responses. With contributions from global scholars, the book offers a broad academic and practical view of how marketing continues to adapt to digital and cultural transformations. This edited volume originated from the International Conference Marketing Communication 2025 (ICMC), organised by Mudra Institute of Communications, Ahmedabad, India.
Exploring Immersive Experiences, Innovation, and Cultural Dynamics of Consumption
Details
| Verlag | Springer Singapore |
| Ersterscheinung | 01. Mai 2026 |
| Maße | 21 cm x 14.8 cm |
| Gewicht | 571 Gramm |
| Format | Hardcover |
| ISBN-13 | 9789819565047 |
| Seiten | 322 |
Schlagwörter
Advertising, Augmented Reality (AR), Branding, Customer Relationship Management, Digital Marketing, Kundendienst, Marken und Markenkonzepte, Market Research and Competitive Intelligence, Marktforschung, Online-Marketing / Social Media Marketing, Virtual and Augmented Reality, Virtuelle Realität, Werbung
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