Overview

Marketing, traditionally seen as a set of strategies and techniques to promote and sell products, must now integrate technological advances and rising consumer expectations. Successful brands are those that take a proactive approach, using new technologies not only to meet consumers' needs, but also to anticipate their future desires.This book explores the challenges and opportunities presented by this technological onslaught. It highlights the adaptive strategies companies can adopt to successfully navigate this ever-changing environment. Drawing on the work of renowned thinkers such as Philip Kotler, as well as contributions from other marketing experts, we examine how organizations can turn technological threats into levers for growth.

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