This book sets out the new frontier of marketing and communication
through real case histories. Companies must rethink their traditional
approaches to successfully face the upcoming challenges. They must learn
how to innovate and change things when they go well. New emerging
technologies such as AI and IoT are the new frontiers of the digital
transformation that are radically changing the way consumers and
companies communicate and engage with each other.
Marketing makes a company a change-maker, while communications tell the
story to engage customers and stakeholders. The book introduces brand
positioning (to match brand values and consumers' attributes), and brand
as human being (to raise trust, loyalty and engagement among customers
and stakeholders), through Enel X and its partnership with Formula E in
the e-mobility case, and the PMI case (its disruptive effect on tobacco
industry). After a deep analysis of the disruptive effects on business
models of the digital transformation, the book explores digital
communications through the Pietro Coricelli case (how a well-designed
digital strategy can raise reputation and sales). The book also provides
a new holistic approach and identifies a future leader, through the
H-FARM case (how to disrupt business models and education).
The book is aimed at researchers, students and practitioners, and
provides an improved understanding of marketing and communications, and
the evolution of the strategic, organisational, and behavioural model.
