Marketing and Advertising in the Online-to-Offline (O2O) World

Author:   Hesham Osama Dinana
Publisher:   IGI Global
ISBN:  

9781668458457


Pages:   310
Publication Date:   28 October 2022
Format:   Paperback
Availability:   Manufactured on demand   Availability explained
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Marketing and Advertising in the Online-to-Offline (O2O) World


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Overview

The field of marketing has changed for the good as the lines between the online and the offline worlds continue to blur and merge as new metaverses emerge. The evolution of online-to-offline and offline-to-online strategies and business models are transforming the research agenda for academicians and work practices for professionals. Further study on this evolution is required to fully understand the opportunities and future directions. Marketing and Advertising in the Online-to-Offline (O2O) World presents an insight into online and offline marketing strategies and practices and focuses on the emerging trend in the online and offline worlds. The book also explores the potential use of emerging technologies such as virtual reality, mixed reality, and big data analytics in different marketing and advertising functions. Covering key topics such as consumer behavior, brand equity, advertising, and brand performance, this reference work is ideal for business owners, industry professionals, managers, administrators, policymakers, researchers, academicians, scholars, practitioners, instructors, and students.

Full Product Details

Author:   Hesham Osama Dinana
Publisher:   IGI Global
Imprint:   IGI Global
Dimensions:   Width: 21.50cm , Height: 1.80cm , Length: 27.90cm
Weight:   0.358kg
ISBN:  

9781668458457


ISBN 10:   1668458454
Pages:   310
Publication Date:   28 October 2022
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Manufactured on demand   Availability explained
We will order this item for you from a manufactured on demand supplier.

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