Marketing in a Digital World: Exploring Immersive Experiences, Innovation, and Cultural Dynamics of Consumption
暫譯: 數位世界中的行銷：探索沉浸式體驗、創新與消費的文化動態

本書專注於新興的數位行銷與消費文化研究方向。它匯集了關於沉浸式體驗、人工智慧驅動的創新以及塑造現代消費的文化影響的研究。各章節探討了科技、創意與身份如何塑造行銷策略和消費者反應。這本書匯集了來自全球學者的貢獻，提供了行銷如何持續適應數位與文化轉型的廣泛學術與實務觀點。本編輯書籍源自於由印度艾哈邁達巴德的Mudra Institute of Communications主辦的2025年國際行銷傳播會議（ICMC）。

Varsha Jain, Professor of Marketing, ESSCA France, is Deputy Editor of the Journal of Consumer Behaviour and Associate Editor at three "A" journals. She has received awards, chaired global conferences, and published over 145 papers including leading A* and A journals.

Githa Heggde, Dean at MICA, holds a Ph.D. in Management from Bharathiar University. With over 30 years of academic, consulting, and industry experience, she has led top business schools, guided institutional turnarounds, contributed to government initiatives, consulted corporates, and published research and books in marketing and supply chain management. Russel Belk's research explores the meanings of possessions, collecting, gift-giving, sharing, and materialism. His work is often cultural, visual, qualitative, and interpretive. By examining how possessions hold meaning after acquisition and how cultures view consumption, he believes we gain deeper insights into how people define themselves through what they desire, own, and use. George Spais is an adjunct faculty member at the Hellenic Open University. His expertise includes promotion management, digital marketing, and marketing education. His research is widely published in scholarly journals of marketing, and he worked extensively as marketing consultant and serves as editor for several major marketing journals.

Varsha Jain，法國ESSCA的行銷教授，是《消費者行為期刊》的副編輯，並擔任三本'A'級期刊的副編輯。她獲得過多項獎項，主持過全球會議，並發表了超過145篇論文，包括多本領先的A*和A級期刊。

Githa Heggde，MICA的院長，擁有Bharathiar大學的管理學博士學位。她擁有超過30年的學術、顧問和產業經驗，曾領導頂尖商學院，指導機構轉型，參與政府倡議，為企業提供顧問服務，並在行銷和供應鏈管理領域發表研究和書籍。

Russel Belk的研究探討擁有物品、收藏、贈禮、分享和物質主義的意義。他的工作通常具有文化性、視覺性、質性和詮釋性。通過檢視擁有物品在獲得後所承載的意義，以及文化如何看待消費，他認為我們能更深入地了解人們如何通過他們渴望、擁有和使用的事物來定義自己。

George Spais是希臘開放大學的兼任教員。他的專長包括促銷管理、數位行銷和行銷教育。他的研究廣泛發表於行銷學術期刊，並在行銷顧問領域有廣泛的工作經驗，並擔任多本主要行銷期刊的編輯。