Digital disruption in marketing and communications : a strategic and organizational approach / Edoardo Magnotta.
"This book sets out the new frontier of marketing and communication through real case histories. Companies must re-think their traditional approaches to successfully face the upcoming challenges. They must learn how to innovate and change things when they go well. New emerging technologies such...
Saved in:
| Online Access: |
Full Text (via Taylor & Francis) |
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| Main Author: | |
| Format: | eBook |
| Language: | English |
| Published: |
Abingdon, Oxon ; New York, NY :
Routledge,
2020.
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| Series: | Routledge studies in marketing ;
8. |
| Subjects: |
| Summary: | "This book sets out the new frontier of marketing and communication through real case histories. Companies must re-think their traditional approaches to successfully face the upcoming challenges. They must learn how to innovate and change things when they go well. New emerging technologies such as AI and IoT are the new frontiers of the digital transformation that is radically changing the way consumers and companies communicate and engage with each other. Marketing makes a company a change-maker, while communications tell the story to engage customers and stakeholders. The book introduces brand positioning (to match brand values and consumers' attributes), and brand as human being (to raise trust, loyalty and engagement among customers and stakeholders), through the partnership Enel X- Formula E and e-mobility case, and the PMI case (its disruptive effect on tobacco industry). After a deep analysis of the disruptive effects on business models of the digital transformation, the book explores digital communications through the Pietro Coricelli case (how a well-designed digital strategy can raise reputation and sales). The book also provides a new holistic approach and identifies a future leader, through the H-FARM case (how to disrupt business models and education). The book is aimed at researchers, students and practitioners, and provides an improved understanding of marketing and communications, and the evolution of the strategic, organizational and behavioural model"-- |
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| Physical Description: | 1 online resource (xiii, 229 pages) |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 0429203578 9780429512032 0429512031 9780429518898 0429518897 9780429515460 0429515464 9780429203572 |
| Source of Description, Etc. Note: | Description based on online resource; title from digital title page (viewed on November 21, 2019) |
| Biographical or Historical Data: | Edoardo Magnottahas had several roles in private banking, as well as at LUISS Business School, where he graduated MBA and served as Head of Marketing and Communication. After consulting onInternational projects, Edoardo is now a business angel supporting international business and digital development of SMEs in the ME Region through Lead Ventures in Dubai. |