Marketing in the Digital Era

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...

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Bibliographic Details
Other Authors Sulkowski, Lukasz (Editor), Bacíková, Zuzana (Editor)
Format Electronic eBook
LanguageEnglish
Published Frankfurt a.M. Peter Lang GmbH, Internationaler Verlag der Wissenschaften 2018
Edition1st, New ed.
SeriesNew Horizons in Management Sciences 9
Subjects
marketing
digitální technologie
internetový marketing
digital technologies
Internet marketing
elektronické knihy
electronic books
Online AccessFull text
ISBN9783631758083
Physical Description1 online zdroj (172 stran) 28 ill.

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Summary: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.
Bibliography:Obsahuje bibliografii a rejstřík
ISBN:9783631758083
Access:Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty
Physical Description:1 online zdroj (172 stran) 28 ill.

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