In marketing, personalization is the action of designing and producing in ways that resonate
with customer preferences. Content and products that are personalized according to …

Purpose–The primary aim of this paper is to critically review the literature that explicitly
addresses the adoption, application and impact of internet technologies, by retailers, for the …

This article introduces us to the field of research of marketing management which embraces
customer experience and related concepts which are subjects of conceptualization in this …

The rise of AI-based chatbots has gradually changed the way consumers shop. Natural
language processing (NLP) technology and artificial intelligence (AI) are likely to accelerate …

This article explores the role of artificial intelligence (AI) in aiding personalized engagement
marketing—an approach to create, communicate, and deliver personalized offerings to …

The marketing mix (MM) is an integral part of a firm's marketing strategy sitting at the nexus
between a company and the marketplace. As such, it evolves together with the marketplace …

We are living in a world of data abundance and rapid technological advances in the digital
realm. The consequences for marketing practices have been transformative. The Marketing …

Online interactions have emerged as a dominant exchange mode for companies and
customers. Cultivating online relationships—defined as relational exchanges that are …

For the past decade, Industry 4.0 has become the basis for building competitive advantage
for business operations. The key technologies of Industry 4.0 are implemented in enterprises …

Smart technologies grant brick-and-mortar retailers novel opportunities to introduce the
amenities of online retailing, such as data-driven personalization, into physical interactions …