Marketing Perspectives on Phygitalization

In today's rapidly evolving business landscape, the fusion of physical and digital experiences has given rise to a new phenomenon known as "phygitalization." Phygitalization refers to the convergence of physical and digital elements, where companies seamlessly integrate both realms to create a cohesive and immersive customer experience. This blending of the physical and digital worlds has significant implications for marketing strategies, prompting marketers to adopt new perspectives and approaches to engage and connect with their target audience. This new book, Marketing Perspectives on Phygitalization, examines the opportunities and challenges that this convergence presents and highlights strategies that companies can employ to leverage its full potential. The book discusses the multifaceted nature of phygital marketing and provides valuable insights into how businesses can navigate this evolving landscape to stay relevant and competitive. Drawing upon the expertise of marketing professionals, industry leaders, and academic researchers, it offers a comprehensive overview of the key concepts, strategies, and best practices for leveraging phygitalization in marketing. The book introduces the antecedents to brand perception and brand loyalty and builds the perception of phygitalization on it. It explores the adoption of phygitalization in various industries, including the retail industry, the beauty industry, the medical industry, and others. The book also discusses concepts and ideas relevant to phygitalization such as augmented reality, social media, marketing, green consciousness, and more. In addition, it provides a practical perspective to phygitalization through case studies and focused discussions. The book also covers specialized topics such as transgender inclusivity in marketing strategy, customer satisfaction in online shopping, appealing to customers using neuro-advertising, etc. Researchers and market experts will find strategies to implement in their marketing efforts. The information found here will also be of special value to entrepreneurs and others who want to unlock the full potential of the phygital world and transform their marketing efforts into engaging, memorable, and impactful experiences.