Marketing and Retailing: Transformations of the Digital Age
Synopsis
The digital age has brought about a profound transformation in the world of marketing and retail. This book aims to make a valuable contribution to the marketing literature by addressing both traditional marketing approaches and the innovative business models emerging under the influence of digitalization. Changes in the business world and social life are reshaping not only consumer behaviors but also marketing strategies. Marketing and Retailing: Transformations in the Digital Age serves as a significant reference for researchers, academics, and practitioners seeking to understand and navigate this transformation process.
The book explores contemporary and engaging topics such as the impact of digital transformation on retailing, the evolving dynamics of consumer behavior, sustainable marketing strategies, and customer experience. By combining theoretical frameworks with current field research, it seeks to provide readers with a comprehensive perspective on the transformation processes in marketing and retail.
The chapters in this work represent an important step in understanding and explaining the impact of the digital age on marketing and retailing. Offering an in-depth analysis of this rapidly changing field, the book invites its readers to think, explore, and engage in discussions.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
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Copyright (c) 2024 Ömer Sezai Aykaç, Aykut Yılmaz; Ömer Sezai Aykaç, Tarık Yolcu, Eda Kutlu, Merve Türkmen Barutçu, Hazel Mihriban Kaynar, Burçak Başak Yiğit, Aslıhan Yavuzalp Marangoz, Nazlı Pehlivan Yirci, Selcen Vodinalı, Seda Gökdemir Ekici, Didem Demir, Aykut Yılmaz, Faruk Dursun, Emre Yıldırım