"The text explores the changes in new digital technology as well as the challenges faced by modern marketing management through the lens of the current covid pandemic which is interesting and timely.." -Isaac Cheah, Curtin University, Australia "This book can be a useful compass…
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COVID-19 forced a dramatic change to customer behavior that resulted in an economic crisis not witnessed by anyone alive. Businesses can no longer operate as before because their customers are no longer operating as before. This book provides customer-centric based guidance for …
The second volume of this research monograph describes a number of applications of Artificial Intelligence in the field of Customer Relationship Management with the focus of solving customer problems. We design a system that tries to understand the customer complaint, his mood, …
In the context of rapid ICT development, this book focuses on how gamification affects consumer engagement and can be used to create a shared value for customers and companies. Based on the constructs of shared value, consumer engagement and gamification, it creates a conceptual…
Offering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation. The author explores the n…
