THE IMPACT OF THE DIGITAL WORLD ON MANAGEMENT AND MARKETING
- ISBN-10
- 838943766X
- ISBN-13
- 9788389437662
- Pages
- 388
- Language
- English
- Published
- 2016-08-31
- Publisher
- Poltext
- Authors
- Grzegorz Mazurek, Jolanta Tkaczyk
Description
The book aims to give an insight into the multifacetedness of changes the Internet – referred to here as the digital world – triggers in both theory and practice of marketing and management. The book has been divided into 5 subject areas, i.e. management, strategy, communications, brand, and consumer, all of which act as the main themes of subsequent chapters.
