1. Marketing Communications and Brand Development in A Changing World – Introduction, Issues and Perspectives -- 2. SMEs Adoption of Artificial Intelligence-Chatbots for Marketing Communication: A Conceptual Framework for an Emerging Economy -- 3. Integration of Augmented Reality (AR) and...

It is indisputable that technology is present in everyday life. In this digital era, brands need to adapt to the changing pace of the needs and desires of society to distinguish themselves from their adversaries, especially in the electronic environment. Hence, they must have well-defined and...

Part 1: Traditional and Digital Perspectives on Public Sector Marketing Communications -- Chapter 1: Traditional and Digital Perspectives on Public Sector Marketing Communications -- Part 2: Advertising and Direct Marketing -- Chapter 2: Public Service Advertising and Celebrity endorsement in...

1: Form Postponement Types and Market Contingencies: Toward an Isomorphism of Mass-Customization Strategies and Form Postponement Types -- 2: The Ghost in the Machine: A Multi-Method Exploration of the Role of Individuals in the Simultaneous Pursuit of Flexibility and Efficiency -- 3: The Role...

Influencers are defined as independent opinion leaders on social media networks who influence the attitudes of their followers through blogs, tweets and the use of other social media. As a result, influencer marketing has become an integral part of brands' marketing strategies. This book has the...