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Business Advancement Through Technology Volume I: Markets and Marketing in Transition
Thrassou, Alkis ; Vrontis, Demetris ; Efthymiou, Leonidas (Author)
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Palgrave MacMillan
· Paperback
Business Advancement Through Technology Volume I: Markets and Marketing in Transition - Thrassou, Alkis ; Vrontis, Demetris ; Efthymiou, Leonidas
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Origin: U.S.A.
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Synopsis "Business Advancement Through Technology Volume I: Markets and Marketing in Transition"
This two-volume edited collection explores the impact of technology on business advancement. Technology is a multifaceted and multidimensional phenomenon, carrying opportunities and risks. Business advancement therefore, can no longer be considered without technological mediation. Volume I offers insights into technological improvements in the field of global marketing. Covering topics such as mobile banking, social media and neuromarketing tools, the book examines how technology diffusion drives, negates and facilitates change in marketing processes. Volume II, on the other hand, focuses on the implications of changing technology on work and employment. Taken together, the books move forward the study of organizations and technology and are ideal resources for students and researchers.
