New media in the marketing communication..
The book addresses the use of new media in communication in foreign markets. It describes the latest marketing strategies which were created due to the widespread access to the Internet, the development of technology and new media, such as social media marketing, 360 degree marketing, inbound marketing.
The author presents a set of tools that are used to measure the effectiveness and efficiency of the use of new media in marketing. She indicates the factors that may determine the actions within marketing communication in foreign markets.
The publication also presents the results of quantitative and qualitative research conducted in over 320 enterprises operating not only in Poland but also in foreign markets - divided into B2B and B2C markets. The results of the research identify solution...
- Autorzy: Małgorzata Bartosik-Purgat
- Wydawnictwo: Wydawnictwo Naukowe PWN
- Rodzaj okładki: oprawa: broszurowa
- Data premiery: 2019-04-30
- Liczba stron: 350
- Wymiary: 235x165 mm
- EAN: 9788301206055
