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Marketing and advertising in the online-to-offline (O2O) world

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Marketing and advertising in the online-to-offline (O2O) worldHesham Dinana, editor.
其他作者:	Dinana, Hesham,
出版者:	Hershey, Pennsylvania :IGI Global,2023.
面頁冊數:	1 online resource (310 p.)
標題:	Marketing.
電子資源:	http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-6684-5844-0
ISBN:	9781668458464 (electronic bk.)

Marketing and advertising in the online-to-offline (O2O) world
Marketing and advertising in the online-to-offline (O2O) world[electronic resource] /Hesham Dinana, editor. - Hershey, Pennsylvania :IGI Global,2023. - 1 online resource (310 p.)

Includes bibliographical references and index.

Chapter 1. Future challenges of marketing online-to-offline (O2O) -- Chapter 2. Emergence of online-to-offline business model: insights from India -- Chapter 3. Privacy paradox amid e-commerce epoch: examining Egyptian youth's practices of digital literacy online -- Chapter 4. Artificial intelligence as the new realm for online advertising -- Chapter 5. Social media influencers as a sales tool and medium for online-to-offline sales -- Chapter 6. Advertising ethics in the social media age: the Nigerian scenario -- Chapter 7. The effect of online and offline touchpoints on customer experience and brand performance: a case of an omnichannel marketing strategy in Egypt -- Chapter 8. The role of gamificationin omnichannel service systems from the customer experience perspective -- Chapter 9. The effect of online and offline brand experience on brand equity -- Chapter 10. Building brands digitally: how brands create the luxury experience usingO2O -- Chapter 11.Innovative marketing of Chinese Baijiu for online and offline markets: a Case Study of Wuliangye and Moutai -- Chapter 12. Commercial Bank Readiness for Adoption of Marketing 4.0: Evidence From Nepal.

"This book presents insight into Online and Offline marketing strategies and practices as a the new normal that will guide marketing scholars and practitioners alike, focusing on the emerging trend of online and offline worlds fusion"--

ISBN: 9781668458464 (electronic bk.)Subjects--Topical Terms:

182957
Marketing.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5415 / .M21857 2023eb

Dewey Class. No.: 381

Marketing and advertising in the online-to-offline (O2O) world
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300 $a 1 online resource (310 p.)
504 $a Includes bibliographical references and index.
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520 $a "This book presents insight into Online and Offline marketing strategies and practices as a the new normal that will guide marketing scholars and practitioners alike, focusing on the emerging trend of online and offline worlds fusion"-- $c Provided by publisher.
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