We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.

How and Why Artificial Intelligence, Mixed Reality and Blockchain Technologies Will Change Marketing We Know Today
How and why artificial intelligence, mixed reality and blockchain technologies will change marketing we know today
Denish Shah Emily Shay

We are currently living in an era of unprecedented digital disruption. At the core of digital disruption reside the following three key transformative technologies: (a) artificial intelligence, (b) mixed reality and (c) blockchain. In this paper, the authors discuss how and why these transformative technologies will change marketing as we know today. The authors present a framework to summarize different use cases of marketing that will employ the transformative technologies and the corresponding implications for firms, consumers and ultimately future academic research.


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