Customer Relationship Management in the Digital Age charts the concepts, strategies, benefits and technologies of CRM in an evolving and increasingly digital business landscape. It empowers readers with the skills to use CRM to forge enduring customer connections, optimize experiences and drive loyalty across diverse industries and markets. Building upon existing literature, this guide offers a holistic approach that bridges theory and practice, making complex CRM concepts accessible to a wide audience. It integrates the latest technological advances, market trends and customer-centric initiatives, providing a comprehensive view of CRM’s role in an increasingly customer-driven era. Pedagogical features include case studies, practical strategies and real-world examples, as well as chapter summaries and discussion questions to guide the reader through the key learning points of each chapter. This helpful book enables readers to navigate the complexities of CRM implementation and customer-centric approaches and tailor strategies for B2B and B2C markets. It is particularly suitable for advanced undergraduate and postgraduate students of CRM, Sales Management, Relationship Marketing and Customer Experience Management, as well as reflective practitioners. Online instructor resources include a course manual, test bank and PowerPoint slides.

Do you want to understand and apply qualitative research methods in a digital context? This book will help you navigate the complexities of digital access and fluency, ensuring a broad lens on research methodologies. From step-by-step guides to innovative frameworks, each chapter is crafted to give you the confidence to carry out cutting-edge qualitative research. This book will provide you with · The knowledge you need to advance your qualitative research understanding across all disciplines. · A practical reflection of the application of relevant research methodologies. · An overview of research ideas, cases, and examples. With a wealth of exercises and examples, this book will become a reference point for qualitative research in the digital context by adopting a case-in-point approach for students across all social science disciplines.

The retail sector is one of the fastest moving sectors in India. Its target audience is mainly youth who constitute 50% of the Indian population. Retail brands need to be positioned for this segment, and one of the strategies used is celebrity endorsement. Television Audience Measurement (TAM) Media Research found a 49% growth in celebrity advertising in 2007. There are many studies that have been conducted on celebrity endorsements, but there is no study which has been done exclusively to understand the perception of consumers about celebrity advertising for retail brands. The present study aims to mitigate this gap in the existing literature. For the present study, the survey method, using a structured questionnaire, was employed on a sample of 186 respondents. The findings of the study revealed that customers prefer female celebrities over male celebrities. The preference for celebrities was more for sensory products than cerebral products. Customers want celebrities to entertain them as well as give information pertaining to the products in the advertisements. The factors that customers perceived to be important in selecting the celebrities for retail brands were proficiency, reliability, pleasantness, elegance, distinctiveness, approachability and non-controversial.

This study presents a thorough and systematic analysis of political advertising research to chart the thematic progression of political advertising literature. This study further aims at helping academics, industry, and society understand the current state of political advertising while recommending suggestions for future research. The Web of Science (WoS) database synthesized 413 research articles related to political advertising. The network and bibliometric analysis are used to find the most prestigious journals, authors, universities, and research work to capture information about developing challenges and charting the growth of political advertising research. The study identifies three primary clusters of political advertising research: (1) the communication medium used for political advertising, (2) the role of content, tone, and ad exposure in political advertising, and (3) political advertising effectiveness. This article highlights the existing research knowledge gaps and proposes vital future research questions towards the end.

In the present era of digital revolution, political advertising has led to the transformation of political communication thereby altering the relationship between a political leader and their involvement with the electorates. Thus the purpose of this paper is to: 1) organize, synthesize and systematize the scholarship on the effects of political advertising and 2) to provide directions for future research. As part of this purpose, the paper also develops a conceptual framework that synthesizes the literature on the effects of political advertising. The authors of the paper review theoretical and empirical journal articles published from 1999 to 2019 within the Australian Business Deans Council (ABDC) Journal Quality List as of 2019 in the A* and A category. Selected journal articles on the effects of political advertising were subsequently studied for further insights. The field of political advertising is quite diverse and fragmented and has evolved over the last two decades. This paper identifies key academic articles, significant theoretical and methodological approaches that exist in the political advertising literature. The findings also highlight themes for future research. This research summarises the present state of political advertising literature and identifies key issues that need to be researched in the future.

In this Edition: 1. Opening and closing case studies in each chapter bring to light how major brands are embracing technology and connectivity to ease digital natives in their buying process. 2. Detailed explanations on how the perceptions of consumers are developed through the five senses. The book further explains their persuasive nature in the digital environment. 3. Detailed discussions on the influence of omnichannel on consumer behavior across various products, categories and services.