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Marketing and Gamification: Applications, Challenges, and Ethics (Routledge Studies in Marketing) - Softcover

Buch 48 von 60: Routledge Studies in Marketing
 
9781032694214: Marketing and Gamification: Applications, Challenges, and Ethics (Routledge Studies in Marketing)
Softcover
ISBN 10: 1032694211 ISBN 13: 9781032694214
Verlag: Routledge, 2026

Inhaltsangabe

Gamification plays a major role in individual and business decision-making in today’s digital era, remarkably changing the way businesses perform basic functions. Gamification techniques can be applied to a variety of marketing activities to help marketers create a more immersive and interactive experience for their customers, by leveraging elements such as points, badges, leaderboards, challenges, quizzes, sweepstakes, and rewards to encourage desired behaviors, foster engagement, and build a sense of community around a brand or product.

In this book, international academicians and researchers will discuss the influence and potential of gamification on marketing management dynamics. This edited collected investigates why the use of gamification in marketing is vital to enhance the customer base and increase revenue, whilst also critically exploring the dark side of gamification and ethical issues. Chapters cover various marketing domains, including tourism marketing, social marketing and sustainable marketing, to provide a comprehensive resource on this emerging area.

This volume will be an essential resource for scholars researching and teaching across marketing, as well as innovation, technology, and business ethics.

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Über die Autorin bzw. den Autor

Sahil Gupta is Associate Professor at the Jaipuria School of Business, Ghaziabad, Uttar Pradesh, India, and Guest Associate Professor at UCSI University, Kuala Lumpur, Malaysia.

Razia Nagina is Associate Professor at Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India.

Mandakini Paruthi is Assistant Professor at IBS Hyderabad, IFHE University, Hyderabad, Telangana, India.

Gaurav Gupta is Assistant Professor at Amity University, Greater Noida, Uttar Pradesh, India.

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Verlag
Routledge
Erscheinungsdatum
2026
Sprache
Englisch
ISBN 10 
1032694211
ISBN 13 
9781032694214
Einband
Taschenbuch
Anzahl der Seiten
278
Herausgeber
Gupta Sahil, Nagina Razia, Paruthi Mandakini, Gupta Gaurav
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