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Hyper-Digital Marketing: Six pillars of Strategic Brand Marketing in an AI-Powered World

Hyper-Digital Marketing: Six pillars of Strategic Brand Marketing in an AI-Powered World

          
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About the Book

The rapid changes in technology and the rise of AI have heralded the introduction of a new era, which we refer to as the era of hyper-digitalization. This shift has significant impacts on how firms carry out critical functions across various areas, including marketing, information technology, human resources, and others. In marketing, these changes could be far-reaching and have already dramatically impacted many strategic and tactical marketing tasks. We are witnessing the transformation of the marketing function, with many traditional roles of marketers being replaced by new roles that depend heavily on cross-functional coordination with multiple areas. Against this backdrop, this book offers modern marketers a guide on navigating the many changes occurring in organizations. A marketer should understand the concepts presented in this book and be able to handle the demands placed on marketing in the age of AI. This book introduces a new framework with six pillars of modern marketing in the age of hyper-digitalization – purpose, phygital experiences, platform, participation, personalization, and partnerships. Each pillar has its own chapter, which provides specific guidance for marketers on how to implement it. The chapters also demonstrate how each pillar can influence key outcomes like attention and engagement.  In the context of hyper-digitalization and AI, the six-pillar framework will help managers navigate current developments and provide marketers with a way to implement changes in the marketing function. It will offer senior marketing strategists and students a framework for marketing that prepares them for the workplace of tomorrow. The framework is supported by numerous case studies and examples (from both the United States and other parts of the world) that demonstrate how these concepts are applied in real-world situations. The book incorporates insights from scholarly research on these topics to provide evidence-based guidance for managers and executives. 

Table of Contents:
CHAPTER 1 EVOLUTION OF DIGITAL TECHNOLOGIES: AI AND THE AGE OF HYPER-DIGITALIZATION.- CHAPTER 2 THE CHANGING CONSUMER, A NEW INFORMATION ENVIRONMENT, AND THE RISE OF THE ATTENTION ECONOMY.- CHAPTER 3 PURPOSE-DRIVEN BRANDING: PRINCIPLES AND BEST PRACTICES.- CHAPTER 4 PHYGITAL EXPERIENCES.- CHAPTER 5 BRANDS AS PLATFORMS.- CHAPTER 6 PARTICIPATION BRANDING.- CHAPTER 7 PERSONALIZATION.- CHAPTER 8 PARTNERSHIPS.- CHAPTER 9 PERSONS AS PARTNERS: THE ROLE OF INFLUENCERS.- CHAPTER 10 PRIVACY STEWARDSHIP, BRAND SAFETY AND CRISES IN THE DIGITAL ERA.- CHAPTER 11 AI AND THE SIX STRATEGIC PILLARS OF DIGITAL BRAND MARKETING.- CHAPTER 12 CONCLUDING THOUGHTS.


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Product Details
  • ISBN-13: 9783031956294
  • Publisher: Springer International Publishing AG
  • Publisher Imprint: Palgrave MacMillan
  • Height: 210 mm
  • No of Pages: 249
  • Sub Title: Six pillars of Strategic Brand Marketing in an AI-Powered World
  • ISBN-10: 303195629X
  • Publisher Date: 12 Oct 2025
  • Binding: Hardback
  • Language: English
  • Returnable: N
  • Width: 148 mm


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