Abstract
Over the past 10 years, traditional marketing methods have expanded beyond print, billboard, radio, and television advertisements. The marketing world is continuously evolving with the generation of new technology-enhanced approaches, and with more options to choose from, marketers are expanding how they identify, target, and connect with various consumer groups. Topics covered include the impacts of the millennial generation, social media, authenticity, artificial intelligence, augmented and virtual reality, hyper-personalization, immersive experiences, loyalty programs, sensory marketing, visitor centers, and the voice of the brand.
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Kellershohn, J. (2018). Alcoholic Beverages: Technology and Next-Generation Marketing. In: Panda, S., Shetty, P. (eds) Innovations in Technologies for Fermented Food and Beverage Industries. Food Microbiology and Food Safety. Springer, Cham. https://doi.org/10.1007/978-3-319-74820-7_6
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