THE IMPACT OF THE DIGITAL WORLD ON MANAGEMENT AND MARKETINGGrzegorz Mazurek, Jolanta Tkaczyk Poltext, 31 sie 2016 - 388 The book aims to give an insight into the multifacetedness of changes the Internet – referred to here as the digital world – triggers in both theory and practice of marketing and management. The book has been divided into 5 subject areas, i.e. management, strategy, communications, brand, and consumer, all of which act as the main themes of subsequent chapters. |
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activities analysis applications audience become Big Data Blog brand community buyer decision process challenge channels competitive consumer attitudes consumer behaviour creating cultural customers decision-making decisions design thinking digital consumers digital world e-commerce effect emotional engagement enterprises environment experience eye tracking Facebook factors given brand global ICT companies impact important increase influence innovation Instagram interaction Internet of Things Internet users involves Journal knowledge Kozminski University LinkedIn Mącik marketing automation marketing communications ment mobile apps neuromarketing offer on-line one’s online consumer online shopping operations organizations personal brand platforms Poland possible potential present professional purchase References relationships respondents risk selection sharing content significant smartphone social media social networking Source stage strategy sumer target tion trends trust utilization value drivers virtual channel virtual teams Warszawa YouTube