Marketing in the Digital Era Hardback
Edited by Zuzana Bacikova
Part of the New Horizons in Management Sciences series
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.
- Format: Hardback
- Pages: 172 pages, 28 Illustrations, unspecified
- Publisher: Peter Lang AG
- Publication Date: 29/06/2018
- Category: Industrial / commercial art & design
- ISBN: 9783631745458