The impact of digitalization on current marketing strategies

• Main Author: Matosas-López, Luis (Author)
• Format: Electronic eBook
• Language: English
• Published: Bingley, U.K. : Emerald Publishing Limited, 2024.
• Series: Marketing & technology: new horizons and challenges
• Subjects: Marketing > Management.; Internet marketing.; elektronické knihy; electronic books
• ISBN: 9781837536887
• DOI: 10.1108/9781837536863
• Physical Description: 1 online resource (256 pages).

Digitalization has completely transformed marketing. It has changed consumption habits, consumer behaviour, and purchasing processes. In addition, it has modified marketing strategies, tactics, and processes, offering a wide range of mechanisms that allow companies, of all types and sizes, to enhanc...