Internet Marketing
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F22%3A00002444" target="_blank" >RIV/75081431:_____/22:00002444 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Internet Marketing
Original language description
The issue of brand management is taking on new dimensions at a time of accelerated digitization. The aim of the chapter is to approach selected areas of the issue by pointing out the basic forms of promotion in the digital environment of the Internet. An appropriate mix of these forms is essential for effective marketing communication in the digital environment. Where appropriateness and efficiency are necessary factors that need to be taken into account in the process of building a brand in the eyes of reference markets. Understanding the fundamentals of the issue of promotion in online environment creates a precondition for a holistic approach, which in combination with scientific knowledge tools reduces uncertainty and increases the assumption of market success.
Czech name
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Czech description
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Classification
Type
C - Chapter in a specialist book
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Book/collection name
Brand Management
ISBN
9781803560007
Number of pages of the result
23
Pages from-to
11-33
Number of pages of the book
100
Publisher name
IntechOpen
Place of publication
London, United Kingdom
UT code for WoS chapter
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