Marketing Perspectives on Phygitalization

By: Sudhir Rana (Editor), Priya Jindal (Editor), Indrajit Ghosal (Editor), Arpan Anand (Editor), Subhadeep Mukherjee (Editor)

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eText | 13 March 2025 | Edition Number 1

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The fusion of physical and digital experiences has given rise to a new phenomenon known as "phygitalization," where companies seamlessly integrate both realms to create a cohesive and immersive customer experience. This new book examines the opportunities and challenges that this convergence presents and highlights strategies that companies can employ to leverage its full potential. Drawing upon the expertise of marketing professionals, industry leaders, and academic researchers, this book offers a comprehensive overview of the key concepts, strategies, and best practices for employing phygitalization in marketing, providing a practical perspective through case studies and focused discussions.