Marketing as a Social Science on the Verge of the Transformation Economy

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F23%3A%230001042" target="_blank" >RIV/04274644:_____/23:#0001042 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.igi-global.com/book/applying-interdisciplinarity-globalization-management-marketing/272220" target="_blank" >https://www.igi-global.com/book/applying-interdisciplinarity-globalization-management-marketing/272220</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.4018/978-1-7998-8669-3" target="_blank" >10.4018/978-1-7998-8669-3</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Marketing as a Social Science on the Verge of the Transformation Economy

Popis výsledku v původním jazyce

The modern era—on the verge of the transformation economy—brings about many challenges, including those posed by the digital economy. At the core of this chapter, the author puts marketing into the context of relevant scientific theories developed by influential experts and prominent scientific research institutions. The focus of attention then turns to the nudge theory. Finally, based on the theoretical background, the author explores the impact of digitalization on marketing. Digitalization is a fundamental prerequisite for the emergence of new marketing strategies. To conclude this chapter, the author specifies newly emerging marketing strategies and explains their tactical deployment.

Název v anglickém jazyce

Marketing as a Social Science on the Verge of the Transformation Economy

Popis výsledku anglicky

The modern era—on the verge of the transformation economy—brings about many challenges, including those posed by the digital economy. At the core of this chapter, the author puts marketing into the context of relevant scientific theories developed by influential experts and prominent scientific research institutions. The focus of attention then turns to the nudge theory. Finally, based on the theoretical background, the author explores the impact of digitalization on marketing. Digitalization is a fundamental prerequisite for the emergence of new marketing strategies. To conclude this chapter, the author specifies newly emerging marketing strategies and explains their tactical deployment.

Druh

C - Kapitola v odborné knize

CEP obor

—

OECD FORD obor

50902 - Social sciences, interdisciplinary

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Applying Interdisciplinarity to Globalization, Management, Marketing, and Accountancy Science

ISBN

9781799886693

Počet stran výsledku

19

Strana od-do

192-210

Počet stran knihy

310

Název nakladatele

IGI GLOBAL

Místo vydání

USA

Kód UT WoS kapitoly

—