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bokomslag Marketing and Gamification
Samhälle & debatt

Marketing and Gamification

Sahil Gupta Razia Nagina Mandakini Paruthi Gaurav Gupta

Inbunden

2499:-

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Uppskattad leveranstid 10-15 arbetsdagar

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  • 248 sidor
  • 2024
Gamification plays a major role in individual and business decision-making in todays digital era, remarkably changing the way businesses perform basic functions. Gamification techniques can be applied to a variety of marketing activities to help marketers create a more immersive and interactive experience for their customers, by leveraging elements such as points, badges, leaderboards, challenges, quizzes, sweepstakes, and rewards to encourage desired behaviors, foster engagement, and build a sense of community around a brand or product. In this book, international academicians and researchers will discuss the influence and potential of gamification on marketing management dynamics. This edited collected investigates why the use of gamification in marketing is vital to enhance the customer base and increase revenue, whilst also critically exploring the dark side of gamification and ethical issues. Chapters cover various marketing domains, including tourism marketing, social marketing and sustainable marketing, to provide a comprehensive resource on this emerging area. This volume will be an essential resource for scholars researching and teaching across marketing, as well as innovation, technology, and business ethics.
  • Författare: Sahil Gupta, Razia Nagina, Mandakini Paruthi, Gaurav Gupta
  • Format: Inbunden
  • ISBN: 9781032694177
  • Språk: Engelska
  • Antal sidor: 248
  • Utgivningsdatum: 2024-10-28
  • Förlag: Routledge