Overview

In modern business, digital skills have become a prerequisite for organizational success. Amidst the digital transformation, cryptocurrencies and Non-Fungible Tokens (NFTs) have emerged as potent tools for those seeking to harness data's power and engage with their audiences in novel ways. Adoption of NFTs and Cryptocurrency in Marketing delves into the pivotal role of these digital assets, examining their impact on marketing strategies and customer interactions. The book explores the past, present, and future evolution of NFTs, providing a comprehensive understanding of their journey. Through insightful discussions, it navigates the symbiotic relationship between branding and NFTs, showcasing real-world use cases and illuminating the potential for transformative marketing campaigns. From the applications and use cases of NFT adoption to the fusion of physical and digital realms (Phygital NFTs), the book lays the groundwork for understanding the vast opportunities presented by Web 3.0. As marketing professionals grapple with customer engagement challenges, the book meticulously outlines how NFTs can be leveraged to create immersive and interactive experiences. It unravels the intricacies of NFT-based marketing campaigns and explores the future landscape of Web 3.0, positing NFTs as potential keys to mass adoption. This book is ideal for practitioners, researchers, and academicians in marketing. It offers a deep dive into strategies and case studies, providing a roadmap for integrating NFTs into marketing initiatives. From multilevel marketing to loyalty programs and tokenization, the book addresses the multifaceted dimensions of NFTs and cryptocurrencies in the marketing domain. However, with innovation comes responsibility. The book examines the risks, rewards, and ethical considerations of adopting NFTs in marketing. It critically evaluates the role of crypto influencers, partnerships, and loyalty programs, exploring the delicate balance between hype and genuine opportunity.

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Reena Malik presently working as an Assistant Professor in Chitkara Business School, Chitkara University, Punjab, India. She is Ph.D in Management and Post graduate in Management,Mass Communication (Gold Medal) and Commerce. She has qualified UGC/NTA NET in both Commerce and Management. She has published more than 30 papers in reputed national and international journals and presented papers in various government sponsored seminar and conferences. She has five books to her credit. Having a teaching experience of more than nine years, she is actively working in the research area of Marketing and Finance. Jyoti Verma is a faculty at Chitkara Business School, Chitkara University, Punjab, India. With more than 20 research papers to her credit published in various journals and conferences at the national & international levels, Dr. Verma has developed her core expertise in the area of service quality, blockchain, and behavioral finance. She has authored 1 book titled ‘Accelerating the Development of Quality of IT-Enabled Banking Services’ by international publishers and published many book chapters in edited books at the international level. She has published five patents and out of which three patents are granted. She has prepared and delivered many E-Content programs on Research Methodology (MOOCs funded projects). Prashant Chaudhary is currently working as Associate Professor at MIT World Peace University, Pune (India). Prior to this, he has worked with Symbiosis Skills and Professional University (SSPU) and a couple of other leading institutions. In Corporate, he has worked with leading MNCs like Hafele Ind. Pvt Ltd, Lifestyle International, Kansai Nerolac Paints Ltd. and Sterlite Copper Ltd. Authored two books titled, ‘Retail Marketing in the Modern Age’ and ‘Selling and Negotiation Skills – A Pragmatic Approach’, both published by SAGE. Besides that, published research papers and case studies in internationally reputed journals – indexed in ABDC, Scopus and Web of Science. Associated with book publishers, Wiley (John Wiley & Sons, Inc.) and SAGE Publishing as Content Reviewer. Also, working as reviewer with Marketing And Management of Innovations (Web of Science) – Sumy State University, Ukraine, Asian Journal of Management Cases (Scopus, ABDC and Web of Science) – SAGE Publications and Green and Low-Carbon Economy – Bon View Publishing Pte. Ltd. Singapore. He has been awarded with “Innovative Educator Award” – conferred by Valia Centre of Excellence, Mumbai i

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