The digital environment, which includes the Internet and social networks, is propitious for digital marketing. However, the collection, filtering and analysis of the enormous, constant flow of information on social networks is a major challenge for both academics and practitioners. The aim of...

Dynamic development of the Internet and electronic devices favours also its use in the marketing activity of enterprises what manifests itself in dynamic development of e-commerce or the use of the Internet for communication. Aim of this article is to evaluate the possibility of using Internet...

Understanding consumer behavior in media advertising enables companies to effectively direct marketing activities toward the target market. Today, companies are expected to continually communicate with current and potential customers. Although online advertising methods are a relatively new...

Online copyright enforcement, in the form of either direct action against the supply-side (via website shutdowns) or the demand-side (via individual lawsuits against users), has not been very effective in reducing piracy. Regulators have therefore put forward the so called "follow the money"...

Pharmaceutical companies have been forced to change their approach to selling over-the-counter medicines (OTC) because of increased pressure on sales margins. The development of Web 2.0, Web 3.0, and social media technologies allow low-cost online marketing, including e-commerce. An...

"David Meerman Scott's marketing bible has become a modern day business classic. This is the book every ambitious, forward-thinking, progressive marketer or publicist has at the front of their shelf. Business communication has changed over the recent years. Creative ad copy is no longer enough....

Intro -- Half Title -- Title Page -- Copyright page -- Table of Contents -- List of figures -- List of tables -- Acknowledgements -- Preface -- Part I: Marketing in the digital world -- Chapter 1 The digital environment: doing business in a connected world -- 1.1 Introduction -- 1.2 Digital...