| Record Type: |
Electronic resources
: Monograph/item
|
| Title/Author: |
Marketing and advertising in the online-to-offline (O2O) world/ Hesham Dinana, editor. |
| other author: |
Dinana, Hesham, |
| Published: |
Hershey, Pennsylvania :IGI Global, : 2023., |
| Description: |
1 online resource (310 p.) |
| [NT 15003449]: |
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. |
| Subject: |
Marketing. - |
| Online resource: |
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-6684-5844-0 |
| ISBN: |
9781668458464 (electronic bk.) |