"This cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizations' digital...

Einführung: Wieso sich Marketing und Vertrieb bis zum Jahr 2030 drastisch wandeln -- Internet of THINK (IoTK) und Avatare treiben die Automatisierung von Marketing und Vertrieb -- Der MarTech-Dschungel – dieser Einblick sorgt für zukünftigen Durchblick bei B2B und B2C -- Die Situative...

Brand love, the most intense relationship between a consumer and a brand, drives valuable outcomes like increased brand loyalty. Sport-related branded entertainment (SRBE) represents a content marketing opportunity to build on brand love and provides a research gap. This research investigates...

Part 1: Advancement of Interactive Marketing: An Overview -- Chapter 1: Evolution of Research in Interactive Marketing: A Bibliometric and Thematic Review -- Chapter 2: From Direct Marketing Towards Interactive Marketing: The Evolving Interactive Marketing Tools -- Chapter 3: Bridging the Theory...

In the information century, the behavior of organizations in the business market is changing. Organizations as buyers have much more power at the business market. Organizations as sellers respond with the creation and free sharing of content that is important for potential and actual customers....