Abstract
This chapter introduces the female-relational-perspective as the missing link in the Internet of the Things in smart cities because humans are organized when they use the Internet of the Things. Humans are privately organized in single, nuclear, and extended families, at work in teams and in public transport as streams of people going in and out of the neighborhood. Secondly, this chapter introduces the concept of superdiversity and its consequences for smart cities. In particular attention is paid to cultural bias and all-inclusive multiculturalism in smart cities. This chapter also proposes new vignettes for marketing in smart cities in which the female-relational-perspective, superdiversity, noncultural bias, all-inclusive multiculturalism and Internet of the Things are combined.
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Steinmetz, C.H.D. (2020). Smart Cities and Marketing: The Female-Relational-Orientation. In: Rana, N.P., et al. Digital and Social Media Marketing. Advances in Theory and Practice of Emerging Markets. Springer, Cham. https://doi.org/10.1007/978-3-030-24374-6_13
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