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Achieving Business Competitiveness in a Digital Environment: Opportunities in E-commerce and Online Marketing - Couverture rigide

Livre 193 sur 214: Contributions to Management Science
 
9783030931308: Achieving Business Competitiveness in a Digital Environment: Opportunities in E-commerce and Online Marketing
Couverture rigide
ISBN 10 : 3030931307 ISBN 13 : 9783030931308
Editeur : Springer Nature Switzerland AG, 2022

Synopsis

The COVID-19 pandemic has been a very strong reminder that the future economic development of any country is more than ever influenced by its ability to ramp-up digital competitiveness. Consequently, enterprises were pushed to assess and develop the possibilities offered by e-commerce and online marketing tools. In this book, experts outline the prerequisites for such online marketing competitiveness and compare the current level of digital marketing competitiveness in Europe by using publicly available macro and micro-level data. The authors present their analyses and recommendations including interviews with over 125 online marketers and e-commerce specialists and present the lessons from digitalization of over 600 SMEs.

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À propos de l'auteur

Tereza Semerádová is a researcher in the Department of Informatics, Technical University of Liberec (Czech Republic). In addition to academic activities, she also participates in numerous marketing projects where she operates as a consultant on Facebook ads, Google AdWords, and website analytics. She is a specialist on dynamic ads and remarketing, and her primary research interests include online marketing strategies, user experience design, and advertising efficiency.

Petr Weinlich is a researcher in the Department of Informatics, Technical University of Liberec (Czech Republic). He has both academic and professional experience, and has participated in many marketing projects both as an art director and a designer. He specializes in multimedia, web design, and creative marketing content.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Springer Nature Switzerland AG
Date d'édition
2022
Langue
anglais
ISBN 10 
3030931307
ISBN 13 
9783030931308
Reliure
Relié
Nombre de pages
250
Éditeur
Semerádová Tereza, Weinlich Petr
Coordonnées du fabricant
Springer Nature Customer Service Center GmbH
ProductSafety@springernature.com

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