Marketing in the Cyber Age – eBook

The book Marketing in the Cyber Age deserves special attention, as it goes far beyond the typical textbooks - offering concrete and practical innovations that reflect the latest trends in digital transformation. The authors demonstrate how to utilise big data, machine learning, cloud computing, the Internet of Things, and generative AI for product personalisation, dynamic pricing and the automation of marketing processes. They recommend, for example, the implementation of digital twins, the use of 3D printing for product customisation, smart use of customer data and the circular economy. The book inspires companies to innovate and helps general readers understand how technology influences their everyday decision-making. It is a modern guide that brings marketing into the 21st century.