Description
The business world today is changing enormously due to many factors that affect every element of the business cycle worldwide. From globalization to recession, in addition to other environmental forces, companies today face numerous challenges that have a great impact on business. Among the factors that are affecting the current way business is conducted are the emergence of marketing tools including the internet, internet of things (IoT), virtual reality, mobile applications, social media, electronic word of mouth (eWoM), artificial intelligence, digital marketing, and more that have a great impact not only on customers but also on companies. It is imperative for businesses to embrace the utilization of these tools in order to expand their customer base and provide unique, successful consumer experiences.
The Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing provides comprehensive coverage of current global marketing trends related to the use of technology. The book links the industry with academia by providing useful insights on how to improve businesses’ ability to create and customize customer value and loyalty. Covering topics including e-commerce, mobile marketing, website development, and phygital customer experiences, this book is essential for marketers, brand managers, advertisers, IT consultants and specialists, customer relations officers, managers, practitioners, business owners, marketing and business associations, students, researchers, and academicians interested in incorporating the latest technologies and marketing strategies into their businesses and studies.
Author's/Editor's Biography
Hatem El-Gohary (Ed.)
Hatem El-Gohary is the Editor-in-Chief of the IJOM, Associate Editor of IJCRMM and the UK Director for the Institute for Research on Global Business (UK). He has more than 26 years of experience in academia, worked as the marketing director of a multinational company as well as a marketing consultant for some national and multinational companies. His research interest includes Electronic Marketing, Electronic Business, Electronic Commerce, Internet Marketing and SMEs. He has published several books, articles and book chapters and presented several research papers in a various world leading well-established international conferences. He holds a PhD, MSc, MRes, PGDip, BSc as well as PGCHE. He is also a Certified E-Marketer (CeM), an AABPP Fellow, HEA Fellow, CMI Fellow, CIM member (MCIM) and has a significant record of experience in voluntary work in Egypt and the UK. Prof El-Gohary won The ISBE2014 Best Paper Award (Creative Industries Entrepreneurship Track), The American Academy of Business and Public Policy Best Paper Award 2009, Routledge Best Paper Award 2007 and the Ideal Student for Cairo University Award 1992.
David Edwards (Ed.)
David Edwards is a Professor of Plant and Machinery Management, Birmingham City University and Visiting Professor at the University of Johannesburg. His research interests focus mainly upon the management of plant and machinery in business throughout industry. His work has been funded through engineering councils, government bodies (e.g. Health and Safety Executive, UK Home Office and Defense Logistic Organization, UK Ministry of Defense) and an extensive network of industrial collaborations. He has published over 300 scientific research papers in leading international journals and numerous conference contributions and textbooks. He is a peer referee for 60 scientific journals and editorial board member of various journals and conference events.