Digital transformation in the cultural heritage sector : challenges to marketing in the new digital era / Tiziana Russo Spena, Francesco Bifulco, editors.
2021
HD9999.C9472 D54 2021
Linked e-resources
Linked Resource
Online Access
Concurrent users
Unlimited
Authorized users
Authorized users
Document Delivery Supplied
Can lend chapters, not whole ebooks
Details
Title
Digital transformation in the cultural heritage sector : challenges to marketing in the new digital era / Tiziana Russo Spena, Francesco Bifulco, editors.
ISBN
3030633764 (electronic book)
9783030633769 (electronic bk.)
3030633756
9783030633752
9783030633769 (electronic bk.)
3030633756
9783030633752
Published
Cham, Switzerland : Springer, [2021]
Language
English
Description
1 online resource
Item Number
10.1007/978-3-030-63376-9 doi
Call Number
HD9999.C9472 D54 2021
Dewey Decimal Classification
658.8
Summary
This book devises an alternative conceptual framework to understand digital transformation in the cultural heritage sector. It achieves this by placing a high importance on the role of technology in the strategic process of modeling and developing cultural services in the digital era. The focus is on how marketing activities and customer processes are being transformed by digital technologies to create better value, which can also be communicated to customers through an engaged and personalized approach. Much of the digital debate in cultural heritage is still in infancy. Some existing studies are anecdotal and often developed within the domain of established research streams, including studies with some technological aspects addressed partially and from an episodic or periodic perspective. Moreover, the critical changes that have emerged in the cultural management landscape are yet to be highlighted. This book fills that gap and provides a perspective on the cultural heritage sector, which uses the new social and technology landscape to describe the digital transformation in cultural heritage sectors. The authors highlight an inclusive perspective that addresses marketing strategy in the digital era as a proactive, technology-enabled process by which firms collaborate with customers to jointly create, communicate, deliver, and sustain experience and value co-creation.
Bibliography, etc. Note
Includes bibliographical references.
Access Note
Access limited to authorized users.
Source of Description
Online resource; title from digital title page (viewed on April 12, 2021).
Series
Contributions to management science.
Available in Other Form
Print version: 9783030633752
Linked Resources
Online Access
Record Appears in
Online Resources > Ebooks
All Resources
All Resources
Table of Contents
Part I: Digital transformation and business models. Future Internet and digital ecosystems ; Digital business models ; Value propositions in digital transformation
Part II: Customers insights, engagement and analytics. Customer insights and consumer profiling ; Digital engagement and customer experience ; Business intelligence and social media analytics
Part III: Context, content and communication. Proximity marketing and context-information awareness ; Augmented servicescape: integrating physical and digital reality ; Digital targeted communication: an integrated approach.
Part II: Customers insights, engagement and analytics. Customer insights and consumer profiling ; Digital engagement and customer experience ; Business intelligence and social media analytics
Part III: Context, content and communication. Proximity marketing and context-information awareness ; Augmented servicescape: integrating physical and digital reality ; Digital targeted communication: an integrated approach.