Access the full text.
Sign up today, get DeepDyve free for 14 days.
Loading next page...
/lp/emerald-publishing/a-whole-new-world-Yx9ttkSjJB
References (1)
-
Turning digital technology to immersive marketing strategy: a strategic perspective on flexibility, agility and adaptability for businesses
Journal of Entrepreneurship in Emerging Economies
- Publisher
- Emerald Publishing
- Copyright
- © Emerald Publishing Limited
- ISSN
- 0258-0543
- eISSN
- 0258-0543
- DOI
- 10.1108/sd-12-2022-0154
- Publisher site
- See Article on Publisher Site
Abstract
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.Design/methodology/approachThis briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.FindingsThis paper found that immersive technologies can be used to not just offer entertainment to customers, but as a data collection tool that can be used to improve marketing strategies.Originality/valueThe briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Journal
Strategic Direction – Emerald Publishing
Published: Jan 17, 2023
Keywords: Marketing strategy; Virtual reality; Artificial reality; Immersive technology