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Achieving Business Competitiveness in a Digital Environment: Opportunities in E-commerce and Online Marketing de Tereza Semerádová

Achieving Business Competitiveness in a Digital Environment: Opportunities in E-commerce and Online Marketing: Contributions to Management Science

Editat de Tereza Semerádová, Petr Weinlich​
en Limba Engleză Hardback – 23 ian 2022
The COVID-19 pandemic has been a very strong reminder that the future economic development of any country is more than ever influenced by its ability to ramp-up digital competitiveness. Consequently, enterprises were pushed to assess and develop the possibilities offered by e-commerce and online marketing tools. In this book, experts outline the prerequisites for such online marketing competitiveness and compare the current level of digital marketing competitiveness in Europe by using publicly available macro and micro-level data. The authors present their analyses and recommendations including interviews with over 125 online marketers and e-commerce specialists and present the lessons from digitalization of over 600 SMEs.
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Specificații

ISBN-13: 9783030931308
ISBN-10: 3030931307
Pagini: 239
Ilustrații: XI, 239 p. 15 illus.
Dimensiuni: 155 x 235 mm
Greutate: 0.55 kg
Ediția:1st ed. 2022
Editura: Springer International Publishing
Colecția Springer
Seria Contributions to Management Science

Locul publicării:Cham, Switzerland

Cuprins

1. The Broad and Narrow Definition of E-Commerce.- 2. Evaluative Framework for Digital Competitiveness.- 3. Website-Centric Shoping Experience.- 4. Socially Responsible Online Marketing- 5. Algorithms – the New Leaders of the Advertising Market.- 6. The Credibility of Online Recommendations.- 7. The Relationship Between Product Placement and Shopping Intentions on Instagram.- 8. Product Endorssment by Opinion Leaders – the Case of Youtube Community.

Notă biografică

Tereza Semerádová is a researcher in the Department of Informatics, Technical University of Liberec (Czech Republic). In addition to academic activities, she also participates in numerous marketing projects where she operates as a consultant on Facebook ads, Google AdWords, and website analytics. She is a specialist on dynamic ads and remarketing, and her primary research interests include online marketing strategies, user experience design, and advertising efficiency.

Petr Weinlich is a researcher in the Department of Informatics, Technical University of Liberec (Czech Republic). He has both academic and professional experience, and has participated in many marketing projects both as an art director and a designer. He specializes in multimedia, web design, and creative marketing content.

Textul de pe ultima copertă

The COVID-19 pandemic has been a very strong reminder that the future economic development of any country is more than ever influenced by its ability to ramp-up digital competitiveness. Consequently, enterprises were pushed to assess and develop the possibilities offered by e-commerce and online marketing tools. In this book, experts outline the prerequisites for such online marketing competitiveness and compare the current level of digital marketing competitiveness in Europe by using publicly available macro and micro-level data. The authors present their analyses and recommendations including interviews with over 125 online marketers and e-commerce specialists and present the lessons from digitalization of over 600 SMEs.

Caracteristici

Assesses the current level of eCommerce readiness in the EU Identifies the prerequisites of online business competitiveness Introduces the 'Individual Digital Competitiveness Index'