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Marketing in the Digital Era: New Horizons in Management Sciences


en Limba Engleză Hardback – 28 iun 2018
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.
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Specificații

ISBN-13: 9783631745458
ISBN-10: 3631745451
Pagini: 172
Dimensiuni: 148 x 210 x 23 mm
Greutate: 0.36 kg
Editura: Peter Lang Copyright AG
Seria New Horizons in Management Sciences


Notă biografică

Zuzana Bäíková is Assistant Professor at the Constantine the Philosopher University in Nitra (Slovakia). Her research interest is measuring digital marketing.

Descriere

This book stimulates a discussion on the changes engendered by the digital era, both in everyday life and the traditional marketing realm. It covers scientific studies and theoretical principles as well as educational purposes and practical applications of digital marketing principles, in order to improve our understanding of this domain.