Overview

People have cultural boundaries. Their thinking and decisions are affected by their cultural values and norms. Marketers implant cultural values and standards in advertisements where consumers can relate to the characters in the advertisements. To design a cultural marketing advertisement, it is critical to pay attention to what is going on in the culture and anticipate what issues will hold in the future. Cultural Marketing and Metaverse for Consumer Engagement highlights the importance of cultural marketing, discusses how consumer beliefs are built and affected by cultural marketing, and considers how culture acts as a base for the marketing ecosystem. Covering key topics such as the digital era, religion marketing, and consumer behavior, this premier reference source is ideal for marketers, business owners, managers, researchers, scholars, academicians, practitioners, instructors, and students.

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9781668483121

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Dr. Amandeep Singh holds a Doctorate in Management specializing in Marketing and he is also UGC-NET qualified. He holds more than 16 years of teaching experience. His main area of research is Consumer Sciences and Business Innovations. Currently, he is working as Professor at Chitkara Business School, Chitkara University, Punjab, India. He has published 48 research papers in various journals and conferences which are indexed in Scopus, Web of Science and Google Scholar. He has edited 7 books published by IGI Global, De Gruyter and Wiley. He has also chaired many National and International Conferences. He is on the editorial board of 3 International Journals. He was awarded the Best Teacher in 2008. He is also part of the Board of Studies of various B-Schools and leading universities in Northern India. Dr. Murat Unanoğlu has 20 years of work experience covering business life and academia in entrepreneurship, strategy development and innovation. He is a graduate of ITÜ Mechanical Engineering and received an Executive MBA degree from Boğaziçi University and a PhD degree in Management from İstanbul Bilgi University. During his management consultancy career, he ran and managed projects covering institutionalization and strategic planning for companies in different sectors. In order to support young artists, he initiated an e-commerce site, www.myfirstartist.com, which operates in the field of art in Turkey, in 2013.

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