Overview
Marketing, and specifically its digital marketing component, is being challenged by disruptive innovations, which are creating new, unique, and unusual opportunities, and with the emergence of new paradigms and models. Other areas of knowledge have embraced these innovations with swiftness, adapting promptly and using them as leverage to create new paradigms, models, and realities. Marketing, in clear opposition, has been somewhat dismissive, ignoring the potential of these new contexts that are emerging, some of which are already unavoidable. Confronting Security and Privacy Challenges in Digital Marketing identifies the most relevant issues in the current context of digital marketing and explores the implications, opportunities, and challenges of leveraging marketing strategies with digital innovations. This book explores the impact that these disruptive innovations are having on digital marketing, pointing out guidelines for organizations to leverage their strategy on the opportunities created by them. Covering topics such as blockchain technology, artificial intelligence, and virtual reality, this book is ideal for academicians, marketing professionals, researchers, and more.
- | Author: Paulo Botelho Pires, José Duarte Santos, Inês Veiga Pereira, Ana Isabel Torres
- | Publisher: Business Science Reference
- | Publication Date: Jun 30, 2023
- | Number of Pages: 330 pages
- | Language: English
- | Binding: Hardcover
- | ISBN-10: 1668489589
- | ISBN-13: 9781668489581
