Description
| Product ID: | 9783631745458 |
| Product Form: | Hardback |
| Country of Manufacture: | DE |
| Series: | New Horizons in Management Sciences |
| Title: | Marketing in the Digital Era |
| Authors: | Author: Zuzana Bacikova, Lukasz Sulkowski |
| Page Count: | 172 |
| Subjects: | Design, Industrial and commercial arts, illustration, Industrial / commercial art & design, Media studies: advertising and society, Business innovation, E-commerce: business aspects, Management and management techniques, Sales and marketing, Digital Lifestyle and online world: consumer and user guides, Advertising & society, Business innovation, E-commerce: business aspects, Management & management techniques, Sales & marketing, Digital lifestyle |
| Description: | Select Guide Rating 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. 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. |
| Imprint Name: | Peter Lang AG |
| Publisher Name: | Peter Lang AG |
| Country of Publication: | GB |
| Publishing Date: | 2018-06-29 |
