THE IMPACT OF THE DIGITAL WORLD ON MANAGEMENT AND MARKETING

THE IMPACT OF THE DIGITAL WORLD ON MANAGEMENT AND MARKETING

by Grzegorz Mazurek, Jolanta Tkaczyk

388 pages· 2016· ISBN 9788389437662
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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.

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