Marketing in the Digital Era

• Other Authors: Sulkowski, Lukasz (Editor), Bacíková, Zuzana (Editor)
• Format: Electronic eBook
• Language: English
• Published: Frankfurt a.M. Peter Lang GmbH, Internationaler Verlag der Wissenschaften 2018
• Edition: 1st, New ed.
• Series: New Horizons in Management Sciences 9
• Subjects: marketing; digitální technologie; internetový marketing; digital technologies; Internet marketing; elektronické knihy; electronic books
• ISBN: 9783631758083
• Physical Description: 1 online zdroj (172 stran) 28 ill.

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...