Handbook Digital Management: Volume 2: Digital Marketing and Sales

This comprehensive reference work explores the digital transformation of marketing and sales, with a particular focus on AI-driven innovation, and illustrates cutting-edge strategies through practical real-world examples.

In 48 contributions, experts from academia and industry examine the evolution of highly digitalized marketing and sales approaches, the applications of artificial intelligence and analytics, as well as other innovative technologies such as augmented reality and blockchain. They provide insights into topics including digital and AI-powered marketing platforms, highly personalized customer journeys, and the use of AI tools in sales.

A valuable compendium for managers, researchers, and students seeking a holistic understanding of marketing, sales, and technology, and aiming to actively shape the future of their commercial activities.

Complementing this volume, Handbook Digital Management, Volume 1: Digital Business Management and Sustainable Transformation, Volume 2: Digital Marketing and Sales.