TY  - BOOK
AU  - Cowan,Kirsten
AU  - Ketron,Seth
AU  - Kostyk,Alena
TI  - The Reality of Virtuality: Harness the Power of Virtual Reality to Connect with Consumers 
SN  - 9783110992700
U1  - 658.8028568 
PY  - 2023///]
CY  - Berlin, Boston : 
PB  - De Gruyter, 
KW  - Digitalmarketing
KW  - Marketing Kommunikation
KW  - Marketing
KW  - Marketingmanagement
KW  - Virtual Reality
KW  - BUSINESS & ECONOMICS / Marketing / General
KW  - bisacsh
KW  - VR marketing, VR and AR reality marketing, how to implement VR in your marketing strategy, VR market trends, VR marketing examples, VR marketing research, global AR and VR market, VR marketing campaigns, VR marketing strategy, VR marketing solutions
N1  - Frontmatter --; Contents --; Introduction --; Part I: Selecting VR Type Based on Your Resources --; Chapter 1 VR Technology --; Chapter 2 The Spectrum of Immersion --; Chapter 3 VR Content Features: Graphics, Sounds, and Narrative --; Chapter 4 Sensory Inputs in VR --; Part II: Selecting VR Type Based on Your Customers --; Chapter 5 Your Customers’ VR Readiness and Ways to Improve It --; Chapter 6 Customer Involvement-Based Strategy --; Part III: Purpose-Driven Design of Your VR --; Chapter 7 Boosting Consumer Engagement via VR --; Chapter 8 Changing Attitudes and Building Your Brand via VR --; Chapter 9 Storytelling in VR: Reality Versus Fantasy --; Chapter 10 Selling Your Products in VR: V-Commerce --; Chapter 11 Co-Creation in VR --; Chapter 12 VR-Based Events --; Part IV: Incorporating VR Into Your Customer Journey --; Chapter 13 Pre-VR: Reaching Customers --; Chapter 14 Post-VR: Managing the Relationship --; Conclusion --; Appendix --; List of Figures --; List of Tables --; Index; restricted access; Issued also in print
N2  - Virtual Reality (VR) technology has become more sophisticated and widespread. Consumers embrace it for gaming and entertainment. New industries are using it to showcase their products and services, with VR experiences becoming more immersive and realistic than ever. Where does VR fit into your marketing strategy? How can your brand use it to leave a lasting impression on users? And how can your brand utilize VR to interact with your target market to improve consumer engagement and loyalty? The Reality of Virtuality is both practitioner-oriented and evidence-based, showing marketing managers in the B2C and B2B sectors how to design a compelling VR marketing strategy and leverage it for their brand. It discusses how to select the appropriate VR type dependent on resources, technology, and audience. It shows how to align the VR experience with marketing objectives and how to create a purpose-driven VR experience to ensure it is engaging and meaningful. Lastly, it shows how to incorporate VR into the consumer journey, ways to reach consumers before the VR experience, and the long-lasting effects after it. The authors use examples, references, and industry expert opinions throughout, giving marketers a solid foundation for their VR endeavours
UR  - https://doi.org/10.1515/9783110980561
UR  - https://www.degruyter.com/isbn/9783110980561
UR  - https://www.degruyter.com/document/cover/isbn/9783110980561/original
ER  -