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During the COVID-19 pandemic, 76 percent of customers permanently changed their buying patterns, McKinsey found in their report. That brings great challenges for marketers, including the need to restore true trusting relationships with each and every customer. This cannot be done without proper knowledge and technology. This book was written to comprehensively describe this new world for marketers,...

“This book is not addressed to the learned, or to those who regard a practical problem merely as something to be talked about,” with this sentence English philosopher Bertrand Russell began The Conquest of Happiness and it has become an inspiration for me and a starting point for my analysis. Staying true to Russell's ideas, I have written a book which—I believe—can be addressed to all (scholars as...