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30 produkter
30 produkter
1 977 kr
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Digital marketing is not a new concept, it is not a trend, and it is not a fad either. Digital marketing has existed for over twenty years and is currently applied in all areas and marketing activities. For this reason, it is necessary to know the changes it has brought about, both in the theoretical framework, so that it can be taught, and from an empirical perspective, so that it can be applied in real contexts. The changes have been profound and far-reaching.This work addresses this theme, aiming to analyse the transversal impact of the digital in the different marketing sectors, describing the profound changes that the digital has provoked in the main marketing activities and their sectors, also referring to the current practices in use in each included topic. It begins by looking at the classic marketing topics, opening with an analysis of the impact that digital has had and is having on the marketing strategy of organisations, moving on to the study of consumer behaviour in an era of continuous use of electronic devices. This is followed by a new topic which is marketing research and data analysis, in a context where managers now have, more data, information and knowledge about the organisation, competitors, consumers and the wider environment than ever before. Marketing themes were also identified that have been significantly changed with digital. Communication is another of the themes of reference, with profound changes in recent times, followed by management of sales teams, supply chain management, relationship marketing, and internal marketing. The last chapters are also relevant contributions, being dedicated to marketing sectors: services, B2B marketing, internationalisation, politics, tourism, and NGOs.
- Nyhet
753 kr
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Digital marketing is not a new concept, it is not a trend, and it is not a fad either. Digital marketing has existed for over twenty years and is currently applied in all areas and marketing activities. For this reason, it is necessary to know the changes it has brought about, both in the theoretical framework, so that it can be taught, and from an empirical perspective, so that it can be applied in real contexts. The changes have been profound and far-reaching.This work addresses this theme, aiming to analyse the transversal impact of the digital in the different marketing sectors, describing the profound changes that the digital has provoked in the main marketing activities and their sectors, also referring to the current practices in use in each included topic. It begins by looking at the classic marketing topics, opening with an analysis of the impact that digital has had and is having on the marketing strategy of organisations, moving on to the study of consumer behaviour in an era of continuous use of electronic devices. This is followed by a new topic which is marketing research and data analysis, in a context where managers now have, more data, information and knowledge about the organisation, competitors, consumers and the wider environment than ever before. Marketing themes were also identified that have been significantly changed with digital. Communication is another of the themes of reference, with profound changes in recent times, followed by management of sales teams, supply chain management, relationship marketing, and internal marketing. The last chapters are also relevant contributions, being dedicated to marketing sectors: services, B2B marketing, internationalisation, politics, tourism, and NGOs.
Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries
Inbunden, Engelska, 2019
3 188 kr
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2 426 kr
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Sales Management for Improved Organizational Competitiveness and Performance
Inbunden, Engelska, 2022
3 061 kr
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2 363 kr
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3 029 kr
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2 547 kr
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Management and Marketing for Improved Retail Competitiveness and Performance
Inbunden, Engelska, 2023
4 355 kr
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3 873 kr
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3 330 kr
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2 848 kr
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Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs
Inbunden, Engelska, 2023
3 210 kr
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2 743 kr
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2 121 kr
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Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector
Inbunden, Engelska, 2021
3 188 kr
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Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector
Häftad, Engelska, 2021
2 405 kr
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1 095 kr
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Digital Marketing Advanced in Tourism explores the dynamic intersection of digital marketing and the tourism industry, offering readers a comprehensive understanding of how digital strategies can elevate and transform tourism brands. Through real-world case studies, the book delves into how companies within the tourism sector have successfully leveraged digital marketing to enhance their visibility, increase engagement, and build a strong presence in an increasingly competitive market. From destinations promoting unique local experiences, to global tourism brands scaling their influence, this book highlights the pivotal role of digital tools in modern tourism.As the tourism industry continues to grow and diversify, it faces the challenge of distinguishing itself in a crowded marketplace. Digital Marketing Advanced in Tourism outlines the evolving nature of tourist offerings, from traditional attractions like beaches and cultural heritage to niche experiences that appeal to today’s more sophisticated traveller. By integrating digital marketing concepts with real-world examples, this contributed work is an essential resource for anyone in the academic and professional space seeking to explore the digital tourism landscape.
Multidimensional Sustainability: Transitions and Convergences
Proceedings of ISPGAYA 2022
Inbunden, Engelska, 2023
2 435 kr
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This volume contains the proceedings of the 2022 iteration of the ISPGAYA meeting, titled “Multidimensional Sustainability: Transitions and Convergences” and held on September 29 and 30th, 2022 in Vila Nova de Gaia, Portugal.
Multidimensional Sustainability: Transitions and Convergences
Proceedings of ISPGAYA 2022
Häftad, Engelska, 2024
2 435 kr
Skickas inom 10-15 vardagar
This volume contains the proceedings of the 2022 iteration of the ISPGAYA meeting, titled “Multidimensional Sustainability: Transitions and Convergences” and held on September 29 and 30th, 2022 in Vila Nova de Gaia, Portugal.
Digital Sustainability: Inclusion and Transformation
Proceedings of ISPGAYA Congress 2023
Inbunden, Engelska, 2024
2 330 kr
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This volume contains the proceedings of the 2023 iteration of the ISPGAYA conference, titled “Digital Sustainability: Inclusion and Transformation” and held in Vila Nova de Gaia, Portugal.
Digital Sustainability: Inclusion and Transformation
Proceedings of ISPGAYA Congress 2023
Häftad, Engelska, 2025
2 330 kr
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This volume contains the proceedings of the 2023 iteration of the ISPGAYA conference, titled “Digital Sustainability: Inclusion and Transformation” and held in Vila Nova de Gaia, Portugal. The conference and resulting book intend to explore the involvement of Portugal, a country on the semi-periphery of the world system, in developments regarding the understanding of and progress toward sustainability. The conference was organized by ISPGAYA, an institution belonging to the private polytechnic higher education system in Portugal, and brought together participants from around the world. This volume intends to establish a milestone in the multidimensional approach to the theme of sustainability, affirming the concept's multi and interdisciplinary nature and bringing together scholars across disciplines.
Leveraging Digital Marketing for Tourism
Exploring Strategies and Applications in Contemporary Tourism Markets
Inbunden, Engelska, 2025
1 907 kr
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Each chapter offers a blend of theoretical foundations and practical insights, delving into typologies of tourism, specific segments of tourists, and critical sectors essential to tourism's functionality.
Business Sustainability: Innovation in Entrepreneurship & Internationalisation
Proceedings of ISPGAYA Congress 2024: Volume One
Inbunden, Engelska, 2026
2 646 kr
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This volume presents the proceedings of the 2024 ISPGAYA conference. The papers in this book deal with business sustainability, with a focus on innovation and entrepreneurship. The publication of this proceedings intends to increase and dynamize investigation linking theory and practice, always pointing to innovative approaches. The conference and this resulting book intend to involve a wide variety of stakeholders in the direction of a "smart" national and global development model that contributes toward the achievement of 2030 agenda outlined by the United Nations. This is volume one of a two volume set.
Business Sustainability: Innovation in Entrepreneurship & Internationalisation
Proceedings of ISPGAYA Congress 2024: Volume Two
Inbunden, Engelska, 2026
2 435 kr
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This volume presents the proceedings of the 2024 ISPGAYA conference. The papers in this book deal with business sustainability, with a focus on innovation and entrepreneurship. The publication of this proceedings intends to increase and dynamize investigation linking theory and practice, always pointing to innovative approaches. The conference and this resulting book intend to involve a wide variety of stakeholders in the direction of a "smart" national and global development model that contributes toward the achievement of 2030 agenda outlined by the United Nations. This is volume two of a two volume set.
Artificial Intelligence Transforming Marketing
Renewed Theoretical Bases and New Paradigms
Inbunden, Engelska, 2026
2 133 kr
Kommande
This edited volume is an essential guide for marketing researchers, professionals, managers, and AI enthusiasts as it revisits and revitalizes academic marketing theories, highlighting AI's role in reshaping fundamental concepts and strategies. By focusing on AI's potential to enhance customer satisfaction, optimize lead generation, and drive sales growth, it provides readers with practical insights and innovative marketing solutions. The book also explores AI's applications in business model design, strategic decision-making, and digital marketing integration. Targeted at both practitioners and academics, this comprehensive volume equips readers with the knowledge to leverage AI for transformative marketing practices and stay at the forefront of the marketing landscape.
6 464 kr
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6 016 kr
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3 029 kr
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2 561 kr
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