TY  - BOOK
AU  - Semerádová,Tereza
AU  - Weinlich​,Petr
TI  - Achieving Business Competitiveness in a Digital Environment: Opportunities in E-commerce and Online Marketing 
T2  - Contributions to Management Science,
SN  - 9783030931315
U1  - 658.872 23
PY  - 2022///
CY  - Cham
PB  - Springer International Publishing, Imprint: Springer
KW  - Telemarketing
KW  - Internet marketing
KW  - Electronic commerce
KW  - Strategic planning
KW  - Leadership
KW  - Digital Marketing
KW  - e-Commerce and e-Business
KW  - Business Strategy and Leadership
N1  - 1. The Broad and Narrow Definition of E-Commerce -- 2. Evaluative Framework for Digital Competitiveness -- 3. Website-Centric Shoping Experience -- 4. Socially Responsible Online Marketing- 5. Algorithms - the New Leaders of the Advertising Market -- 6. The Credibility of Online Recommendations -- 7. The Relationship Between Product Placement and Shopping Intentions on Instagram -- 8. Product Endorssment by Opinion Leaders - the Case of Youtube Community
N2  - The COVID-19 pandemic has been a very strong reminder that the future economic development of any country is more than ever influenced by its ability to ramp-up digital competitiveness. Consequently, enterprises were pushed to assess and develop the possibilities offered by e-commerce and online marketing tools. In this book, experts outline the prerequisites for such online marketing competitiveness and compare the current level of digital marketing competitiveness in Europe by using publicly available macro and micro-level data. The authors present their analyses and recommendations including interviews with over 125 online marketers and e-commerce specialists and present the lessons from digitalization of over 600 SMEs
UR  - https://doi.org/10.1007/978-3-030-93131-5
ER  -