Augmented reality (AR) and virtual reality (VR) have emerged as rapidly developing
technologies used in both physical and online retailing to enhance the selling environment …

Virtual reality is an emergent technology of keen interest for marketers based on the novelty,
uncertainty, complexity, and potential conflict it presents for marketing. The Special Issue …

This chapter discusses the possibilities offered by augmented reality (AR) along the
customer journey for the development of successful customer experiences. Augmented …

In this work, we examine the value that immersive technologies can bring to retailing through
the retail practices they facilitate. To that end, a literature review is conducted resulting in the …

In recent years, the world has experienced cut-throat competition in every industry, including
marketing. Companies are employing advanced marketing innovations in order to become …

The healthcare industry faces a variety of unique challenges when it comes to marketing
and communications. The whole industry has grappled with these distinct and specific …

Marketing techniques evolve as the markets adapt to new types of content and starts to
rearrange its preferences about the content that it prefers to consume. The content based on …

Virtual, mixed and augmented reality (AR) applications are already inspiring marketers to
engage customers in new types of experiences. Technology-based AR and marketing …

Immersive technologies such as augmented reality (AR) and virtual reality (VR) are
changing the business landscape, providing new opportunities but also concerns for …