Hyper-Digital Marketing

Six Pillars of Strategic Brand Marketing in an AI-Powered World

Inbunden, Engelska, 2025

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Beskrivning

mso-ansi-language: EN-US;">In the context of hyper-digitalization and AI, the six-pillar framework will help managers navigate current developments and provide marketers with a way to implement changes in the marketing function.

Produktinformation

Utgivningsdatum:2025-10-19
Mått:155 x 235 x 22 mm
Vikt:615 g
Format:Inbunden
Språk:Engelska
Antal sidor:272
Förlag:Springer International Publishing AG
ISBN:9783031956294

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Mer om författaren

Vanitha Swaminathan PhD, is the Thomas Marshall Professor of Marketing at the University of Pittsburgh School of Business and serves as the Director of the Pitt Business Center for Branding. She is also a thought leader on branding and marketing strategy, and a co-author of the renowned textbook Strategic Brand Management: Building, Measuring, and Managing Brand Equity (5th edition), co-authored with Professor Kevin Lane Keller.

Innehållsförteckning

CHAPTER 1 EVOLUTION OF DIGITAL TECHNOLOGIES: AI AND THE AGE OF HYPER-DIGITALIZATION.- CHAPTER 2 THE CHANGING CONSUMER, A NEW INFORMATION ENVIRONMENT, AND THE RISE OF THE ATTENTION ECONOMY.- CHAPTER 3 PURPOSE-DRIVEN BRANDING: PRINCIPLES AND BEST PRACTICES.- CHAPTER 4 PHYGITAL EXPERIENCES.- CHAPTER 5 BRANDS AS PLATFORMS.- CHAPTER 6 PARTICIPATION BRANDING.- CHAPTER 7 PERSONALIZATION.- CHAPTER 8 PARTNERSHIPS.- CHAPTER 9 PERSONS AS PARTNERS: THE ROLE OF INFLUENCERS.- CHAPTER 10 PRIVACY STEWARDSHIP, BRAND SAFETY AND CRISES IN THE DIGITAL ERA.- CHAPTER 11 AI AND THE SIX STRATEGIC PILLARS OF DIGITAL BRAND MARKETING.- CHAPTER 12 CONCLUDING THOUGHTS.