Developing Relationships, Personalization, and Data Herald in Marketing 5.0

Kaur, Jasmine · Jindal, Priya · Singh, Amandeep

2022年6月 · IGI Global

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Within the past decade, marketing has experienced three major challenges: generation gap, prosperity polarization, and digital divide. The disconnect between older corporate executives and their younger managers and customers has proven to be a significant challenge. Digitalization brings fear of the unknown with the threats of job loss and privacy concerns. However, it also brings the promise of exponential growth and better living for humanity. Businesses must break the divide to ensure that technological advancement will move forward and not be welcomed with resentment.

Developing Relationships, Personalization, and Data Herald in Marketing 5.0 contrasts the advantages and disadvantages of modern marketing over traditional marketing and focuses on identifying how companies and society can be benefited by the technological advancement of marketing. Covering topics such as customer engagement, neuromarketing, and review rating prediction, this premier reference source is an essential resource for business leaders, marketing professionals, students and educators of higher education, university libraries, researchers, and academicians.

作者简介

Jasmine Kaur is currently working as Associate Professor in Chitkara Business School, Chitkara University, Punjab and holds a degree in management and commerce. She is specialist in the field of management with keen interest in accounting and finance. She earned her doctorate in Business management from Punjabi university, Patiala (Punjab). She has also cleared University Grants Commission-National Eligibility Test for lectureship in management and tends to pursue the same in commerce. She has contributed her Approx. 10 years in teaching and Administration.

Priya Jindal is currently working as an Associate Professor at Chitkara Business School, Chitkara University, Punjab, India and holds a master degree in commerce and economics. She earned her doctorate in management. She has contributed more than 16 years in teaching. She supervised four Ph.D. research scholars and two M.Phil candidates. There are numerous research papers to her credit in leading journals among them seven research paper has been published in Scopus Indexed Journal. Her areas of research included Banking, Finance and insurance. She has filed more than 21 patents and one copyright. She is the editor of two books under IGI publications and the book got indexed in Scopus.

Dr. Amandeep Singh holds a Doctorate in Management specializing in Marketing and he is also UGC-NET qualified. He holds more than 16 years of teaching experience. His main area of research is Consumer Sciences and Business Innovations. Currently, he is working as Professor at Chitkara Business School, Chitkara University, Punjab, India. He has published 48 research papers in various journals and conferences which are indexed in Scopus, Web of Science and Google Scholar. He has edited 7 books published by IGI Global, De Gruyter and Wiley. He has also chaired many National and International Conferences. He is on the editorial board of 3 International Journals. He was awarded the Best Teacher in 2008. He is also part of the Board of Studies of various B-Schools and leading universities in Northern India.

[Editor]