Marketing Applications of Emerging Technologies

Abstract

In today's global environment, integrating emerging technologies has become a necessity. This book explores the intersection of technology and marketing, providing an overview of technological advancements and their impact on marketing practices. This chapter proposes a systematic literature review following the PRISMA protocol to explore the breadth and scope of applicability of emerging technology solutions in marketing. The aim is to highlight the key opportunities and challenges for marketing applications of such technologies. This analysis, conducted using Nvivo V12 software, indicates that emerging technologies such as artificial intelligence, augmented reality, the internet of things, blockchain, and data analytics are increasingly important in marketing practices and strategies. These technologies are primarily used to understand and satisfy individual customer needs and improve the customer experience.

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