Full Description
This book uniquely combines literature from different research fields of marketing, such as social and psychological perspectives, behavioral sciences, the digital era, sustainability, and corporate social responsibility, to present a multidisciplinary approach to marketing. With a diverse authorship bringing together the research and the expertise of multiple scholars, the combination of contexts and research fields in this book will illuminate the scope of marketing for researchers in the field.
It discusses questions and issues such as innovative approaches to marketing in the digital era, the role of AI in modern neuromarketing approaches and the current marketing practices regarding corporate and social responsibility and sustainability. Covering a range of topics from green fiscal policies to accessible marketing practices as well as current trends in technologies in marketing, such as AI applications and digital transformations, this book will be a critical literature source due to its synergistic properties.
Contents
I. Contemporary Digital Trends and Marketing.- 1. Innovative Marketing Approaches In The Digital Era - The Transformation Of Businesses And Marketing Mix Strategies.- 2. The Role of Artificial Intelligence in The Modern Approach to Neuromarketing.- 3. Recommendation Systems: Marketing Applications, Benefits and Risks.- II. Contemporary Social Issues and Marketing.- 4. Accessible and Inclusive Marketing Practices.- 5. Marketing Phenomenon Driven By Corporate Social Responsibility and Sustainable Development.- 6. Influence of Sociological Factors on Marketing Trends.- III. Marketing and Economics.- 7. The Intersection of Behavioral Economics and Marketing.- 8. Green Fiscal Policies for Sustainable Green Markets.
