Marketing in the Digital Era
ISBN:
978-3-631-74545-8
Verlag:
Peter Lang GmbH, Internationaler Verlag der Wissenschaften
Land des Verlags:
Deutschland
Erscheinungsdatum:
29.06.2018
Herausgeber:
Bearbeiter:
Reihe:
New Horizons in Management Sciences
Format:
Hardcover
Seitenanzahl:
172
Lieferung in 3-4 Werktagen
Versandkostenfrei ab 40 Euro in Österreich
With the digitalisation of society, marketing is experiencing a renaissance. Digital marketing has introduced a compactness absent in traditional marketing, even after the integration of the holistic marketing approach. Consumers nowadays make choices – between purchasing online and visiting a store. They pay attention to certain ads and decide to support a person or product on social media channels. This book presents the theoretical principles of digital marketing established to serve research plans, educational purposes and practical applications. It aims to support the terminological demarcation and to further the professional discussion.
Schlagwörter
Biografische Anmerkung
Zuzana Bačíková is Assistant Professor at the Constantine the Philosopher University in Nitra (Slovakia). Her research interest is measuring digital marketing.
