Promoting organizational performance through 5G and agile marketing [electronic resource] / José Duarte Santos, Bruno Miguel Sousa.
- 其他作者：
- 其他題名：
- Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
- 出版： Hershey, Pennsylvania : IGI Global 2023.
- 叢書名： Advances in marketing, customer relationship management, and e-services (AMCRMES) book series
- 主題： Performance technology. , Marketing. , Organizational behavior. , Electronic books.
- ISBN： 9781668455258 (electronic bk.) 、 1668455234 、 9781668455234
- URL：
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- 一般註：Includes bibliographical references and index. Chapter 1. Implications of 5G technology in marketing: a systematic review of the bibliometric literature -- Chapter 2. The potential of 5G technology applied to tourism marketing -- Chapter 3. Brand attachment and agile marketing: responses to the (post-)pandemic context in the sports fashion context -- Chapter 4. Sustainable digital marketing: proposal for a renewed concept -- Chapter 5. Determinants of purchase intention for sustainable fashion: conceptual model --Chapter 6. The concept of sustainability supported by green marketing in digital communication applied to textile fashion -- Chapter 7. Gamification in loyalty programs: impact on intrinsic motivation and consumers' needs for competence andrelatedness -- Chapter 8. Customer engagement of gamification -- Chapter 9. The Internet of Things in the tourism industry -- Chapter 10. Dimensions of perceived value that influence the intention to adopt the metaverse: the case of spectator sports fans -- Chapter 11. Assessing customer interactions with chatbots in online shopping experiences: an empirical study -- Chapter 12. E-commerce: issues, opportunities, challenges, and trends -- Chapter 13. Juxtaposition of traditional and modern methods of performance appraisal in organizations. 112年度臺灣學術電子書暨資料庫聯盟採購
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讀者標籤：
- 系統號： 000306441 | 機讀編目格式
館藏資訊
It is well understood that many business operations are evolving to fit within the mold of society’s technological advancement. This is no different for marketing. While there are indicators proving the evolution of marketing, there are still many questions that must be addressed when examining the changes made to the field: whether this evolution will force new tactics, whether it will be reduced to technological tools, and more. These questions must be answered in order to allow organizations to be more customer-oriented and competitive. Promoting Organizational Performance Through 5G and Agile Marketing provides knowledge and skills to allow readers the ability to understand the evolution and trends of marketing, as well as its implications in organizations and customer relationships. It consolidates concepts introduced in recent years and examines possible opportunities to broaden the breadth of marketing, demonstrating its interdisciplinarity. Covering topics such as loyalty programs, brand attachment, and purchase intention, this premier reference source is an excellent resource for business leaders and executives, brand managers, IT managers, marketers, communications professionals, students and faculty of higher education, librarians, researchers, and academicians.
摘要註
"This book will provide knowledge and skills to allow readers with the ability to understand the evolution and trends of marketing, its implications in organizations and customer relationship while consolidating concepts introduced in recent years and looking at possible opportunities to broaden the breadth of marketing, demonstrating its interdisciplinarity"--
