Achieving Business Competitiveness in a Digital Environment

Opportunities in E-commerce and Online Marketing
1. Auflage 2022
ISBN: 978-3-030-93130-8
Verlag: Springer International Publishing

Buch, Englisch, 239 Seiten, Format (B × H): 160 mm x 241 mm, Gewicht: 547 g

Reihe: Contributions to Management Science

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.

Zielgruppe

Research

Autoren/Hrsg.

Weinlich¿, Petr

Semerádová, Tereza

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management

Inhaltsverzeichnis

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.

Über Autor(innen)

Tereza Semerádová is a researcher in the Department of Informatics, Technical University of Liberec (Czech Republic). In addition to academic activities, she also participates in numerous marketing projects where she operates as a consultant on Facebook ads, Google AdWords, and website analytics. She is a specialist on dynamic ads and remarketing, and her primary research interests include online marketing strategies, user experience design, and advertising efficiency.

Petr Weinlich is a researcher in the Department of Informatics, Technical University of Liberec (Czech Republic). He has both academic and professional experience, and has participated in many marketing projects both as an art director and a designer. He specializes in multimedia, web design, and creative marketing content.