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Achieving business competitiveness in a digital environmentopportunities in e-commerce and online marketing /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Achieving business competitiveness in a digital environmentedited by Tereza Semeradova, Petr Weinlich.
Reminder of title:	opportunities in e-commerce and online marketing /
other author:	Semeradova, Tereza.
Published:	Cham :Springer International Publishing :2022.
Description:	xi, 239 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	Internet marketing.
Online resource:	https://doi.org/10.1007/978-3-030-93131-5
ISBN:	9783030931315$q(electronic bk.)

Achieving business competitiveness in a digital environmentopportunities in e-commerce and online marketing /
Achieving business competitiveness in a digital environmentopportunities in e-commerce and online marketing /[electronic resource] :edited by Tereza Semeradova, Petr Weinlich. - Cham :Springer International Publishing :2022. - xi, 239 p. :ill., digital ;24 cm. - Contributions to management science,2197-716X. - Contributions to management science..

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.

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.

ISBN: 9783030931315$q(electronic bk.)

Standard No.: 10.1007/978-3-030-93131-5doiSubjects--Topical Terms:

208232
Internet marketing.

LC Class. No.: HF5415.1265 / .A35 2022

Dewey Class. No.: 658.872

Achieving business competitiveness in a digital environmentopportunities in e-commerce and online marketing /
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245 0 0 $a Achieving business competitiveness in a digital environment $h [electronic resource] : $b opportunities in e-commerce and online marketing / $c edited by Tereza Semeradova, Petr Weinlich.
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505 0 $a 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.
520 $a 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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