Marketing in the Digital Era

With the digitalisation of society, marketing is experiencing a renaissance. Digital marketing has introduced a compactness absent in traditional marketing, even after the integration of the holistic marketing approach. Consumers nowadays make choices – between purchasing online and visiting a store. They pay attention to certain ads and decide to support a person or product on social media channels. This book presents the theoretical principles of digital marketing established to serve research plans, educational purposes and practical applications. It aims to support the terminological demarcation and to further the professional discussion.Additional ISBNs9783631745458, 9783631758090, 3631745451, 363175809XMarketing in the Digital Era 1st Edition and published by Peter Lang Gmb H, Internationaler Verlag der Wissenschaften. ISBNs for Marketing in the Digital Era are 9783631758083, 3631758081 and the print ISBNs are 9783631745458, 3631745451. Additional ISBNs include 3631745451, 363175809X, 9783631745458, 9783631758090.