Overview

This book argues that digital marketing should benefit from emerging technologies to result in sustainable competitive values for businesses in both the digital and physical worlds. It not only explores digital marketing fundamentals, analysis, strategy, practices, and implementation but also explains the applications and relationships of marketing technologies (martechs) with digital marketing; as well as offers several real cases of practicing marketing technologies. It carefully describes how modern businesses offer their value propositions both digitally and physically applying emerging technologies specifically marketing technologies (martechs) and how consumers are using these new technologies particularly artificial intelligence (ChatGPT/ OpenAI). It investigates why consumers are so intrigued and interested in digital relationships, interaction, and shopping experiences. It critically examines and argues that digital marketing has become popular among businesses as they areattempting to serve their customers better by taking advantage of using digital marketing technologies (marketchs).

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9789819706068

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Hashem Aghazadeh (PhD): Associate Professor at the Department of Marketing and Market Development, Faculty of Business Management, College of Management at the University of Tehran; Dean of the Faculty of Commerce & Finance at the University of Tehran, Director of Business Analysis and Analytics Research Center at the University of Tehran. He also works as a professional instructor and consultant for diversified companies and organizations across the academic and professional fields of business, strategy, marketing, innovation and funding. He has supervised more than 200 theses; has published more than 100 research papers and 12 books; and has provided professional training and consulting services to more than 100 diversified companies and organizations. Mozhde Khoshnevis : PhD student in the field of marketing at University of Tehran, Iran. She has also gained PhD admission from the University of Tennessee to study her second PhD with concentration on quantitative marketing. Her research interests include branding, consumer behavior, marketing strategy, and digital marketing. Over the past few years, she has cooperated in writing academic papers and books with well-known professors around the world. Recently, one of her papers has been published in the Journal of Marketing Theory and Practice and her second paper has been accepted in the Journal of Product and Brand Management.

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