| Description |
1 online resource (xiii, 229 pages) |
| Series |
Routledge studies in marketing ; 8 |
|
Routledge studies in marketing ; 8.
|
| Summary |
"This book sets out the new frontier of marketing and communication through real case histories. Companies must re-think their traditional approaches to successfully face the upcoming challenges. They must learn how to innovate and change things when they go well. New emerging technologies such as AI and IoT are the new frontiers of the digital transformation that is radically changing the way consumers and companies communicate and engage with each other. Marketing makes a company a change-maker, while communications tell the story to engage customers and stakeholders. The book introduces brand positioning (to match brand values and consumers' attributes), and brand as human being (to raise trust, loyalty and engagement among customers and stakeholders), through the partnership Enel X- Formula E and e-mobility case, and the PMI case (its disruptive effect on tobacco industry). After a deep analysis of the disruptive effects on business models of the digital transformation, the book explores digital communications through the Pietro Coricelli case (how a well-designed digital strategy can raise reputation and sales). The book also provides a new holistic approach and identifies a future leader, through the H-FARM case (how to disrupt business models and education). The book is aimed at researchers, students and practitioners, and provides an improved understanding of marketing and communications, and the evolution of the strategic, organizational and behavioural model"-- Provided by publisher |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Edoardo Magnottahas had several roles in private banking, as well as at LUISS Business School, where he graduated MBA and served as Head of Marketing and Communication. After consulting onInternational projects, Edoardo is now a business angel supporting international business and digital development of SMEs in the ME Region through Lead Ventures in Dubai |
|
Description based on online resource; title from digital title page (viewed on November 21, 2019) |
| Subject |
Marketing -- Management.
|
|
Marketing -- Technological innovations
|
|
Strategic planning.
|
|
BUSINESS & ECONOMICS / General
|
|
BUSINESS & ECONOMICS / Marketing / Research
|
|
Marketing -- Management
|
|
Marketing -- Technological innovations
|
|
Strategic planning
|
| Form |
Electronic book
|
| LC no. |
2019033653 |
| ISBN |
0429203578 |
|
9780429512032 |
|
0429512031 |
|
9780429518898 |
|
0429518897 |
|
9780429515460 |
|
0429515464 |
|
9780429203572 |
|
