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Title
Achieving business competitiveness in a digital environment : opportunities in e-commerce and online marketing / Tereza Semerádová, Petr Weinlich, editors.
ISBN
9783030931315 (electronic bk.)
3030931315 (electronic bk.)
9783030931308
3030931307
Published
Cham : Springer, [2022]
Copyright
©2022
Language
English
Description
1 online resource : illustrations.
Item Number
10.1007/978-3-030-93131-5 doi
Call Number
HF5415.1265 .A35 2022
Dewey Decimal Classification
658.8/72
Summary
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.
Access Note
Access limited to authorized users.
Source of Description
Online resource; title from PDF title page (SpringerLink, viewed January 31, 2022).
Series
Contributions to management science. 2197-716X
Available in Other Form
Print version: 9783030931308
1. The Broad and Narrow Definition of E-Commerce
2. Evaluative Framework for Digital Competitiveness
3. Website-Centric Shopping 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.
