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Achieving Business Competitiveness in a Digital Environment : Opportunities in E-commerce and Online Marketing.
・ISBN 978-3-030-93130-8 hard EUR 149.99
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| 著者・編者 | Semerádová, Tereza / Weinlich, Petr (eds.), |
|---|---|
| シリーズ | Contributions to Management Science |
| 出版社 | (Springer, GW) |
| 出版年月 | 2022.03 |
| ページ数 | 239 pp. |
| 言語 | ENG |
| ニュース番号 | ＜672-399 672-429＞ |
解説
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.