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02927aam a2200349 i 4500 001 2648D5C85D1D11EA9B49BA2197128E48 003 SILO 005 20200303010150 008 190808t20202020enka b 001 0 eng 010 $a 2019033652 020 $a 0367196298 020 $a 9780367196295 035 $a (OCoLC)1112141093 040 $a DLC $b eng $e rda $c DLC $d YDX $d OCLCF $d OCLCO $d UKMGB $d YDX $d OCLCO $d SILO 042 $a pcc 050 00 $a HF5415.13 M3195 2020 100 1 $a Magnotta, Edoardo $e author. 245 10 $a Digital disruption in marketing and communications : $b a strategic and organizational approach / $c Edoardo Magnotta. 264 1 $a Abingdon, Oxon ; $b Routledge, $c 2020. 300 $a xiii, 229 pages : $b illustrations (black and white) ; $c 24 cm. 490 1 $a Routledge studies in marketing 504 $a Includes bibliographical references and index. 520 $a "This book sets out the new frontier of marketing and communication through real case histories. Companies must re-think their traditional approaches to successfully face the upcoming challenges. They must learn how to innovate and change things when they go well. New emerging technologies such as AI and IoT are the new frontiers of the digital transformation that is radically changing the way consumers and companies communicate and engage with each other. Marketing makes a company a change-maker, while communications tell the story to engage customers and stakeholders. The book introduces brand positioning (to match brand values and consumers' attributes), and brand as human being (to raise trust, loyalty and engagement among customers and stakeholders), through the partnership Enel X- Formula E and e-mobility case, and the PMI case (its disruptive effect on tobacco industry). After a deep analysis of the disruptive effects on business models of the digital transformation, the book explores digital communications through the Pietro Coricelli case (how a well-designed digital strategy can raise reputation and sales). The book also provides a new holistic approach and identifies a future leader, through the H-FARM case (how to disrupt business models and education). The book is aimed at researchers, students and practitioners, and provides an improved understanding of marketing and communications, and the evolution of the strategic, organizational and behavioural model"-- $c Provided by publisher. 650 0 $a Marketing $x Management. 650 0 $a Marketing $x Technological innovations. 650 0 $a Strategic planning. 776 08 $i Online version: $a Magnotta, Edoardo. $t Digital disruption in marketing and communications $d Abingdon, Oxon ; New York, NY : Routledge, 2020. $z 9780429203572 $w (DLC) 2019033653 830 0 $a Routledge studies in marketing 941 $a 1 952 $l USUX851 $d 20200402012650.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=2648D5C85D1D11EA9B49BA2197128E48 994 $a C0 $b IWAInitiate Another SILO Locator Search