Book, Marketing in the Digital Era Concepts, Platforms, Strat 2/20[LS]

The challenges of Marketing in Society 5.0. With fundamental concepts, methodologies, techniques and tools, Martha Gabriel and Rafael Kiso help the development of marketing strategies using existing and emerging technological possibilities. Marketing in the Digital Era - Concepts, Platforms and Strategies brings topics such as Artificial Intelligence for Marketing, Netnography, Influencers, Communities, Data Analytics, Automation, Neuromarketing and much more and addresses five important pillars in the area: strategic marketing planning, customer experience consumer (CX), emerging digital platforms and technologies, digital marketing strategies and data-driven marketing. As digital marketing is, first and foremost, marketing, this book presents the structural basis necessary to successfully use the digital medium and develop your marketing plan. In addition, it offers cases and examples with links throughout the chapters. Why read Marketing in the Digital Era? We are moving towards real-time connection, which tends to structure the “smart world”, also known as Society 5.0. This scenario is full of opportunities, creating a collective, omnipresent, omniscient and omnipotent human-centered global brain. However, to prosper and continue to exist in this context, businesses also need to evolve along this journey – both in relation to market and technology transformation.