35
00
€
Delivery
Wed, 23 Sep - Fri, 25 Sep
14,00 €
shipping cost
Sent from Greece
Description
Specifications
This book, in its second enriched edition, deals with digital communication, advertising, and marketing in the digital environment, contemporary trends, and new technologies as they relate to modern mass media. It records theories of digital communication, the information society, and digital media in the context of global electronic communication and marketing.
It refers to the creation of a sense of community online (online brand community) and examines intelligent automation services. The book highlights the challenges faced by individuals and companies regarding these issues, contemporary trends, and developments in cutting-edge technologies and artificial intelligence.
It includes 13 case studies on digital marketing, advertising, and communication from major companies operating in the Greek market and over 130 examples for better understanding of the theory. The book targets the academic community as well as professionals in the fields of communication, digital marketing, and advertising who wish to update their knowledge or gather information for their strategy.
Contents
- Introduction
- Communication, advertising, public relations, and marketing in the digital environment
- Contemporary and traditional communication models
- The impact of digital technology on communication strategy
- Analysis of the digital environment: social, legal, technological, and entrepreneurship issues
- The promotional mix within the context of marketing management
- The economics and pricing policy of digital advertising
- Research tools with the adoption of cutting-edge technologies
- Sketching the audience in the digital environment
- Communities on social media
- Advertising messages in traditional and digital media
- The evolution of traditional media in the digital age
- The collaboration of traditional and digital marketing
- Analysis of digital social media and trends
- Tools for measuring the effectiveness of digital marketing and advertising
- Mobile advertising, search engine, e-mail, and video marketing
- Management of digital marketing and multichannel communication campaigns
- Service marketing and social media
- Consumer research and advertising media
- Application of cutting-edge technologies in cultural marketing
- Intelligent automation services in the fourth industrial revolution
- Challenges in digital marketing and modern holistic communication
- Case studies of companies operating in the Greek market
Bibliography
Manufacturer
Specifications
- Author
- Androniki Kavoura
- Publisher
- Gutenberg
- Language
- Greek
- Cover
- Soft
- Number of Pages
- 623
- Release Date
- 04/10/2021
- Publication Date
- 2021
- Dimensions
- 17x24 cm
- ISBN-13
- 9789600122770
Book Type
- Diversity, Equity & Inclusion (DEI)
- No
Important information
Specifications are collected from official manufacturer websites. Please verify the specifications before proceeding with your final purchase. If you notice any problem you can report it here.