Holdings: Marketing in the digital era

Marketing in the digital era:

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Bibliographic Details
Other Authors:	Bačíková, Zuzana 1989- (Editor)
Format:	Book
Language:	English
Published:	Berlin ; Bern ; Bruxelles ; New York ; Oxford ; Warszawa ; Wien Peter Lang [2018]
Series:	New horizons in management sciences volume 9
Subjects:	Online-Marketing Bacíková Digital Digital CSR Digital culture Digital marketing Digital marketing of art Digital media Galecki Lukasz Marketing Online behavior Sulkowski Zuzana
Online Access:	Inhaltstext https://www.peterlang.com/view/product/83544?format=HC Inhaltsverzeichnis
Physical Description:	170 Seiten Illustrationen, Diagramme
ISBN:	9783631745458 3631745451

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Record in the Search Index

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adam_text	CONTENTS INTRODUCTION............................................................................................................. 9 BACIKOVAE ZUZANA 1 DIGITAL M ARKETING ............................................................................................ 11 1.1 INTRODUCTION ............................................................................................ 11 1.2. DIGITAL M ARKETING .................................................................................... 14 1.3 THE CLASSIFICATION OF DIGITAL MARKETING ................................................. 19 1.4. BEHAVIOR IN THE ON-LINE ENVIRONMENT AND THE FUNCTIONING OF DIGITAL M ARKETING ..................................................................................... 25 1.5 CONCLUSION............................................................................................... 32 1.6 CITED REFERENCES....................................................................................... 33 CHALAENYOVAE OLGA 2 MEDIA AND DIGITAL MARKETING ......................................................................... 39 2.1 INTRODUCTION ............................................................................................ 39 2.2 GENESIS OF M ED IA ..................................................................................... 39 2.2.1 THE ERA OF INFORMATION SOCIETY ..................................................... 41 2.2.2 MASS MEDIA AND COM M UNICATION.................................................. 43 2.3 DIGITAL MARKETING AND M EDIA.................................................................. 46 2.4 CONCLUSION............................................................................................... 64 2.5 CITED REFERENCES....................................................................................... 65 AL-ALI FATAL 3 DIGITAL AND MOBILE MARKETING, AND MOBILE APPLICATIONS ........................... 71 3.1 INTRODUCTION ............................................................................................ 71 3.2 DIGITAL M ARKETING .................................................................................... 73 3.3 MOBILE MARKETING AS PART OF DIGITAL MARKETING ..................................... 77 3.4 MOBILE MARKETING SERVICES...................................................................... 81 3.4.1 ADVERTISING SMS, R-SMS AND M M S ............................................. 83 3.4.2 ADVERGAMING GAMES ...................................................................... 84 3.4.3 BANKING SERVICES AND INTERNET BANKING VIA PHONE ...................... 85 3.4.4 DISCOUNT P O RTALS............................................................................. 86 3.4.5 OTHER UNCLASSIFIED APPLICATIONS .................................................... 87 3.5 C ONCLUSION............................................................................................... 88 3.6 CITED REFERENCES....................................................................................... 89 DZUPINOVAE ZUZANA 4 DIGITAL CORPORATE SOCIAL RESPONSIBILITY (CSR) ............................................ 91 4.1 INTRODUCTION ............................................................................................. 91 4.2 DIGITAL M E D IA ............................................................................................ 92 4.3 CSR ........................................................................................................... 93 4.3.1 THE BENEFITS AND COSTS OF CSR ....................................................... 95 4.3.2 RELATIONSHIP BETWEEN CSR AND M ETRICS ....................................... 95 4.3.3 ELEMENTS OF BRAND EQ U ITY .............................................................. 97 4.3.4 CORPORATE SOCIAL MARKETING (CSM) ............................................. 99 4.4 CSR IN THE DIGITAL E R A ............................................................................. 100 4.4.1 NEW CHALLENGES IN C SR ................................................................ 101 4.5 CONCLUSION.............................................................................................. 102 4.6 CITED REFERENCES...................................................................................... 103 HUNADY JAN 5 ART AND DIGITAL M ARKETING............................................................................ 109 5.1 INTRODUCTION ........................................................................................... 109 5.2 A R T ........................................................................................................... 110 5.3 MARKETING OF ART ..................................................................................... 112 5.4 DIGITAL MARKETING AND A R T ...................................................................... 115 5.4.1 QR CODES IN A R T ............................................................................. 117 5.4.2 DIGITAL PRESENTATION OF CULTURAL HERITAGE .................................... 118 5.4.3 BUSINESS VIEW - VIRTUAL TOURS ..................................................... 119 5.4.4 VIDEO - VISUAL TOOL OF ART M ARKETING................... . ....................... 119 5.4.5 E-MAIL - COMMUNICATION AND BUSINESS TOOL OF A R T .................... 120 5.4.6 DIGITAL SIGNAGE.............................................................................. 121 5.4.7 INTERNET BUSINESS OF A R T ................................................................ 122 5.5 C ONCLUSION.............................................................................................. 123 5.6 CITED REFERENCES...................................................................................... 124 KAZIMIR MARTIN 6 TRANSLATION OF DIGITAL ADVERTISING AS INTERCULTURAL TRANSFER .................... 127 6.1 INTRODUCTION ........................................................................................... 127 6.2 CULTURAL DEPENDENCE OF ADVERTISING ..................................................... 128 6.3 SPECIFICS OF LANGUAGE OF ADVERTISING AND CULTURAL DEPENDENCE OF FO R M ................................................................ 130 6.4 SPECIFICS OF TRANSLATION OF AUDIOVISUAL ADVERTISING .............................. 135 6.5 CULTURE AND PRAGMATICS OF ADVERTISING DISCOURSE ............................... 138 6.6 C ONCLUSION.............................................................................................. 144 6.7 CITED REFERENCES...................................................................................... 144 JANDOVAE ZORA 7 CZECH RADIO JUNIOR: RADIO BROADCASTING FOR CHILDREN AND MARKETING IN THE ERA OF NEW TECHNOLOGY (CASE STUDY) ............................ 149 7.1 INTRODUCTION .......................................................................................... 149 7.2 THE STATION.............................................................................................. 150 7.2.1 PROGRAM ........................................................................................ 150 7.2.2 BROADCASTING................................................................................. 151 7.2.3 SHOWS............................................................................................ 152 7.2.4 W EBSITE......................................................................................... 152 7.2.5 MUSIC ............................................................................................ 153 7.2.6 OTHER ACTIVITIES OF THE STATION ..................................................... 153 7.2.7 MEASURING THE LISTENERSHIP RATES ................................................. 155 7.2.8 DIFFICULTIES OF A PUBLIC SERVICE M EDIUM ...................................... 155 7.3 COM PETITION........................................................................................... 156 7.4 THE PRIMARY TARGET GRO U P ...................................................................... 158 7.4.1 PRE-SCHOOL CHILDREN FROM 3 TO 5 YEARS O LD .................................. 159 7.4.2 PRE-SCHOOL CHILDREN FROM 5 TO 7 YEARS O LD .................................. 160 7.4.3 SCHOOLCHILDREN FROM 6 TO 8 YEARS OLD OR FROM 7 TO 9 YEARS OLD (1ST AND 2ND GRADE OF ELEMENTARY SCHOOL) .............................. 161 7.4.4 SCHOOLCHILDREN FROM 9 TO 12 YEARS OLD (3RD TO 5TH GRADE OF ELEMENTARY SCHOOL)....................................................................... 162 7.5 SECONDARY TARGET G RO U P ......................................................................... 163 7.5.1 CHILDREN ABOVE 13 YEARS OLD ....................................................... 163 7.5.2 P ARENTS.......................................................................................... 164 7.5.3 G RANDPARENTS................................................................................ 165 7.5.4 TEACHERS, TUTORS, COACHES, DOCTORS, ETC ......................................... 166 7.5.5 LISTENERS WITHOUT SPECIFIC RELATIONSHIP TO CHILDREN.................... 166 7.5.6 POTENTIAL LISTENERS......................................................................... 167 7.6 CONCLUSION............................................................................................. 167 7.7 CITED REFERENCES ..................................................................................... 168 CONCLUSION 171
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spelling	Marketing in the digital era Zuzana Bačíková (ed.) Berlin ; Bern ; Bruxelles ; New York ; Oxford ; Warszawa ; Wien Peter Lang [2018] © 2018 170 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier New horizons in management sciences volume 9 Online-Marketing (DE-588)7706419-7 gnd rswk-swf Bacíková Digital Digital CSR Digital culture Digital marketing Digital marketing of art Digital media Galecki Lukasz Marketing Online behavior Sulkowski Zuzana Online-Marketing (DE-588)7706419-7 s DE-604 Bačíková, Zuzana 1989- (DE-588)1171011792 edt Peter Lang GmbH (DE-588)1065711506 pbl Erscheint auch als Online-Ausgabe, PDF 978-3-631-75808-3 Erscheint auch als Online-Ausgabe, EPUB 978-3-631-75809-0 Erscheint auch als Online-Ausgabe, MOBI 978-3-631-75810-6 New horizons in management sciences volume 9 (DE-604)BV041064114 9 X:MVB text/html http://deposit.dnb.de/cgi-bin/dokserv?id=88d0abc147724d78b455492bd0aa13e2&prov=M&dok_var=1&dok_ext=htm Inhaltstext X:MVB https://www.peterlang.com/view/product/83544?format=HC DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030466740&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Marketing in the digital era New horizons in management sciences Online-Marketing (DE-588)7706419-7 gnd
subject_GND	(DE-588)7706419-7
title	Marketing in the digital era
title_auth	Marketing in the digital era
title_exact_search	Marketing in the digital era
title_full	Marketing in the digital era Zuzana Bačíková (ed.)
title_fullStr	Marketing in the digital era Zuzana Bačíková (ed.)
title_full_unstemmed	Marketing in the digital era Zuzana Bačíková (ed.)
title_short	Marketing in the digital era
title_sort	marketing in the digital era
topic	Online-Marketing (DE-588)7706419-7 gnd
topic_facet	Online-Marketing
url	http://deposit.dnb.de/cgi-bin/dokserv?id=88d0abc147724d78b455492bd0aa13e2&prov=M&dok_var=1&dok_ext=htm https://www.peterlang.com/view/product/83544?format=HC http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030466740&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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