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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.

Marketing in a HyperDigital Age

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    A Hardback by Vanitha Swaminathan

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      Publisher: Palgrave Macmillan
      Publication Date: Publication Date: 20/26/1-11
      ISBN13: 9783031956294, 978-3031956294
      ISBN10: 303195629X

      Description

      Book Synopsis

      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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