Marketing Perspectives on Phygitalization

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.

Sudhir Rana, PhD, is a Faculty of Marketing and Strategy at the College of Healthcare Management and Economics at Gulf Medical University, United Arab Emirates. He has set high standards in academics and research. Dr. Rana is academically associated with the Indian Institute of Management (IIM) Nagpur; Fortune Institute of International Business, India; and Putra Business School, Malaysia. He has delivered over 300 workshop sessions, keynote speeches, and webinars. He is a well-known scholar and editor in the field. He is Co-Editor-in-Chief of the South Asian Journal of Marketing (Emerald), as well as Editor for FIIB Business Review (Sage), and a series editor for the book series, Advances in Emerging Markets and Business Operations (Routledge).

Priya Jindal, PhD, is currently working as an Associate Professor at Chitkara Business School, Chitkara University, Punjab, India. Dr. Jindal has approximately 16 years of experience in teaching. She has supervised four PhD research scholars and two MPhil candidates. She has numerous research papers to her credit in leading journals; among them, 11 research papers have been published in Scopus-indexed journals. She has filed more than 14 design patents and six utility patents. Dr. Jindal applied for one copyright titled, Model of 7C’s of Service Marketing Mix for Banking 4.0. She has been an editor of two edited books under the IGI Global Publication (both Scopus indexed). She has also presented her work at various national and international conferences and received best paper awards for her presentations. She also chaired many national and international conferences, including several IEEE conferences. She earned her doctorate in Management at Maharishi Markandsheware University, Mullana, India, from which she also has distinction in her MPhil degree.

Indrajit Ghosal, PhD, is currently Associate Professor, Brainware University Barasat, Dept: School of Management & Commerce, Kolkata (W.B) India. He was formerly Associate Professor in the Department of Computer Application at Poornima University, Jaipur, India, in the Department of Computer Science and Engineering. He was awarded a FRPM in 2017. He has more than 15 years of experience in teaching. He has published over 50 research papers in international journals and holds six patents and has also presented papers and case studies at many international and national conferences. The author of several books and book chapters, he has also edited the books Paradigm Shift from Marketplace to Market Space; Emerging Technologies: Impact on Business and Economy; andSustainable Strategic Business Infrastructure Development and Contemporary Digital Practices in Industry 5.0. He is a reviewer for journals such as Kybernetes, FIIB Business Review, South Asian Journal of Marketing, Prestige International Journal of Management and Technology, International Journal on Recent Trends in Business and Tourism, International Journal of Emerging Markets, etc. He has been an invited keynote speaker, resource person, and chairperson at many universities and colleges. He is a member of many professional societies. Five PhD scholars under his supervision and two MPhil scholars have been awarded their degrees. Dr. Ghosal earned his master#39;s in Computer Applications and his bachelor#39;s in Information Technology. He was awarded a PhD in Online Marketing (Management) in 2020.

Arpan Anand, PhD, is currently working as Assistant Professor at Jaipuria Institute of Management, India. He is an accomplished academician and researcher with a passion for education and knowledge dissemination. Holding double master’s degrees in Management and Commerce, along with a NET in Management, he has a solid foundation in the field. A distinguished alumnus of NIT Kurukshetra and UBS Chandigarh, Panjab University, Dr. Anand embarked on his academic journey after a successful career with one of India’s leading banks. His exceptional contributions in academics, research, administration, and institution building earned him the prestigious recognition of Best Faculty for the Year 2019-2020. Dr. Anand’s research prowess is well-established, with several publications in ABDC-listed journals, particularly in the domains of family business and marketing. He has also contributed to reputable national and international journals such as the International Journal of Emerging Markets, International Journal of Business and Globalization, and Journal of Service Research. With a diverse range of experiences, Professor Arpan has made significant contributions as a guest faculty, scholar, guest editor, guest speaker, and session chair at various esteemed platforms in India and abroad. He is also an esteemed reviewer for many renowned journals.

Subhadeep Mukherjee, PhD, is currently associated as Assistant Professor with the Department of Management Studies, Ramaiah University of Applied Sciences, India. He is also a former faculty of the Department of Management Studies, Sikkim Manipal Institute of Technology and National Institute of Technology Silchar, India. He has many years of industry experience in the domain of HR and marketing. He has published many papers in Scopus-, ABDC-, Web of Science- and UGC-Indexed reputed journals and has presented many papers at international and national conferences. He is the Co-Editor-in-Chief of Adhyatma: A Journal of Management, Spirituality and Human Values and is a reviewer for many international and national Scopus-indexed journals. He is also associated as a life member with many esteemed organizations, including Indian Commerce Association; CEGR (Centre for Education Growth and Research), New Delhi; Social Science Research Network (SSRN), USA; and Social Science and Humanities Research Association (SSHRA).