THE IMPACT OF THE DIGITAL WORLD ON MANAGEMENT AND MARKETING

• Author(s): Grzegorz Mazurek, Jolanta Tkaczyk,
• Publisher: Poltext
• Pages: 388
• ISBN_10: 838943766X
  ISBN_13: 9788389437662
  
• Language: en

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.