Marketing in a Digital World : Exploring Immersive Experiences, Innovation, and Cultural Dynamics of Consumption
Book Details
Format
Hardback or Cased Book
ISBN-10
9819565049
ISBN-13
9789819565047
Publisher
Springer Verlag, Singapore
Imprint
Palgrave Macmillan
Country of Manufacture
GB
Country of Publication
GB
Publication Date
May 1st, 2026
Print length
322 Pages
Weight
596 grams
Dimensions
15.60 x 21.80 x 2.60 cms
Ksh 25,200.00
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The book focuses on emerging digital marketing and consumer culture research directions.
The book focuses on emerging digital marketing and consumer culture research directions. It brings together work on immersive experiences, AI-driven innovation, and cultural influences that shape modern consumption. The chapters examine how technology, creativity, and identity shape marketing strategies and consumer responses. With contributions from global scholars, the book offers a broad academic and practical view of how marketing continues to adapt to digital and cultural transformations. This edited volume originated from the International Conference Marketing Communication 2025 (ICMC), organised by Mudra Institute of Communications, Ahmedabad, India.
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