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Achieving Business Competitiveness in a Digital Environment

Opportunities in E-commerce and Online Marketing
BuchKartoniert, Paperback
239 Seiten
Englisch
Springererschienen am24.01.20231st ed. 2022
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.mehr
Verfügbare Formate
BuchGebunden
EUR160,49
BuchKartoniert, Paperback
EUR160,49

Produkt

KlappentextIn 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.
Zusammenfassung
Assesses the current level of eCommerce readiness in the EU

Identifies the prerequisites of online business competitiveness

Introduces the 'Individual Digital Competitiveness Index'
Details
ISBN/GTIN978-3-030-93133-9
ProduktartBuch
EinbandartKartoniert, Paperback
Verlag
Erscheinungsjahr2023
Erscheinungsdatum24.01.2023
Auflage1st ed. 2022
ReiheContributions to Management Science
Seiten239 Seiten
SpracheEnglisch
IllustrationenXI, 239 p. 15 illus.
Artikel-Nr.51865986
Rubriken
GenreWirtschaft

Inhalt/Kritik

Inhaltsverzeichnis
1. The Broad and Narrow Definition of E-Commerce.- 2. Evaluative Framework for Digital Competitiveness.- 3. Website-Centric Shoping Experience.- 4. Socially Responsible Online Marketing- 5. Algorithms - the New Leaders of the Advertising Market.- 6. The Credibility of Online Recommendations.- 7. The Relationship Between Product Placement and Shopping Intentions on Instagram.- 8. Product Endorssment by Opinion Leaders - the Case of Youtube Community.mehr

Schlagworte

Autor

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.
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Herausgegeben:Semerádová, Tereza