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This book provides a comprehensive overview of the essential topics in the field of management in marketing communication.
These substantial topics are examined and addressed by scholars from the marketing and management discipline. Beginning with the role of culture as a crucial element in marketing communication, the book delves into various matters within the scope of marketing communication. Consequently, social media and its significance in modern marketing strategies are examined together with the topic of transition from offline to online marketing, emphasizing the impact of accelerated digitalization and its onset during the third decade of the twenty-first century. Furthermore, the book discusses the rapid digital transformation stimulated by the COVID-19 pandemic and thus creates room for further exploration and research. Throughout the book, the evolving dynamics of marketing communication in a digitalized world are examined, providing a resource base for scholars conducting research in the context of modern marketing management.
Culture in Marketing Communication
Causes of Errors in Intercultural Marketing Communications
The Informativeness of Headlines in Daily Newspapers Printed in Western Balkans
Marketing Communication and Consumption of Organic Products: Managers’ Perception in Cameroonian SMEs
eWOM, Brand Image, Celebrity Endorsement, and Purchase Intention in Z Generation: Evidence in Indonesia
Effective Management of Marketing Communication in Social Media
The Interactive Perspective in Social Media Usage Studies
Organizational Resilience toward Managing Risks in Digital Marketing
Omni-Channel Strategy in the Digital Retail Environment
The Challenges of the Relationship between Doctors and Patients in the Digital Age