Marketing in Customer Technology Environments: Prospective Customers and Magical Worlds

Devanathan Sudharshan
University of Kentucky, USA

Product Details
16 Apr 2020
Emerald Publishing Limited
272 pages - 152 x 229mm
New customer technology environments are magical worlds. With the rise of virtual reality, augmented reality, the internet of things and more, customers are more engaged, more involved, and easier to reach than ever ; while being inundated with increasing amounts of marketing material. How can you market effectively using these new CTEs? Providing an accessible description of these new, emerging technologies, along with novel frameworks with which to apply them, marketing expert Devanathan Sudharshan offers a straightforward guide to leveraging CTEs. Laden with examples to make the discussion vivid for readers and excite their imaginations, Sudharshan covers decision making in CTEs, mixed reality technologies and enabling technologies. CTEs are still emerging, and their business impact is yet to be measured. This exciting investigative text offers students, practitioners and researchers the chance to learn about these technologies, see the possibilities of their impacts, and their growing applications for the world.
Chapter 1. Introduction 
Chapter 2. Customer Information Processing and Decision Making in CTEs  
Chapter 3. Wonderment and Magic 
Chapter 4. Virtual Reality 
Chapter 5. Augmented Reality 
Chapter 6. Mixed Reality 
Chapter 7. Internet of Everything 
Chapter 8. Enabling Technologies 
Chapter 9. Conclusion
Devanathan Sudharshan is Professor Emeritus at the University of Kentucky's Gatton College of Business and Economics where he held the James and Diane Stuckert BS/MBA Endowed Chair from 2011-2018 and served as Dean from 2003-2011. Prior to his positions at the University of Kentucky he was a Professor of Business Administration at the University of Illinois at Urbana-Champaign where he had also served as Associate Dean, Planning.

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