Book
Marketing Perspectives on Phygitalization
ISBN : 9781774918463
Author : Sudhir Rana
Publisher : CRC Press
Year : 2025
Language : English
Type : Book
Description : The fusion of physical and digital experiences has given rise to a new phenomenon known as “phygitalization,” where companies seamlessly integrate both realms to create a cohesive and immersive customer experience. This new book examines the opportunities and challenges that this convergence presents and highlights strategies that companies can employ to leverage its full potential. Drawing upon the expertise of marketing professionals, industry leaders, and academic researchers, this book offers a comprehensive overview of the key concepts, strategies, and best practices for employing phygitalization in marketing, providing a practical perspective through case studies and focused discussions.
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