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Marketing in the Digital Era

Lukasz Sulkowski editor Zuzana Bačíková editor

Format:Hardback

Publisher:Peter Lang AG

Published:29th Jun '18

Should be back in stock very soon

Marketing in the Digital Era cover

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.

ISBN: 9783631745458

Dimensions: unknown

Weight: 300g

172 pages

New edition