Marketing in the Digital Era (Hardcover, New edition)

Zuzana Bacikova

Series: New Horizons in Management Sciences, 9

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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.

General

Imprint:	Peter Lang Ag
Country of origin:	Switzerland
Series:	New Horizons in Management Sciences, 9
Release date:	June 2018
First published:	2018
Editors:	Zuzana Bacikova
Dimensions:	210 x 148 x 23mm (L x W x T)
Format:	Hardcover
Pages:	172
Edition:	New edition
ISBN-13:	978-3-631-74545-8
Categories:	Books > Arts & Architecture > Industrial / commercial art & design > General Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Business & Economics > Business & management > Business strategy Books > Business & Economics > Business & management > E-commerce Books > Computing & IT > Social & legal aspects of computing > General Books > Business & Economics > Business & management > Management & management techniques > General Books > Business & Economics > Business & management > Sales & marketing > Advertising Promotions
LSN:	3-631-74545-1
Barcode:	9783631745458