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Marketing in the Digital Era

by Zuzana Bačíková (Volume editor)
Edited Collection 172 Pages

Summary

With the digitalisation of society, marketing is experiencing a renaissance. Digital marketing has introduced a compactness absent in traditional marketing, even after the integration of the holistic marketing approach. Consumers nowadays make choices – between purchasing online and visiting a store. They pay attention to certain ads and decide to support a person or product on social media channels. This book presents the theoretical principles of digital marketing established to serve research plans, educational purposes and practical applications. It aims to support the terminological demarcation and to further the professional discussion.

Table Of Contents

  • Cover
  • Title
  • Copyright
  • About the editors
  • About the book
  • This eBook can be cited
  • Contents
  • Introduction
  • 1 Digital Marketing (Bačíková Zuzana)
  • 1.1 Introduction
  • 1.2. Digital marketing
  • 1.3 The classification of digital marketing
  • 1.4. Behavior in the on-line environment and the functioning of digital marketing
  • 1.5 Conclusion
  • 1.6 Cited references
  • 2 Media and Digital Marketing (Chalányová Oľga)
  • 2.1 Introduction
  • 2.2 Genesis of media
  • 2.2.1 The era of information society
  • 2.2.2 Mass media and communication
  • 2.3 Digital marketing and media
  • 2.4 Conclusion
  • 2.5 Cited references
  • 3 Digital and Mobile Marketing, and Mobile Applications (Al-Ali Jalal)
  • 3.1 Introduction
  • 3.2 Digital marketing
  • 3.3 Mobile marketing as part of digital marketing
  • 3.4 Mobile marketing services
  • 3.4.1 Advertising SMS, R-SMS and MMS
  • 3.4.2 Advergaming games
  • 3.4.3 Banking services and Internet banking via phone
  • 3.4.4 Discount portals
  • 3.4.5 Other unclassified applications
  • 3.5 Conclusion
  • 3.6 Cited references
  • 4 Digital Corporate Social Responsibility (CSR) (Džupinová Zuzana)
  • 4.1 Introduction
  • 4.2 Digital media
  • 4.3 CSR
  • 4.3.1 The benefits and costs of CSR
  • 4.3.2 Relationship between CSR and metrics
  • 4.3.3 Elements of brand equity
  • 4.3.4 Corporate Social Marketing (CSM)
  • 4.4 CSR in the digital era
  • 4.4.1 New challenges in CSR
  • 4.5 Conclusion
  • 4.6 Cited references
  • 5 Art and Digital Marketing (Huňady Ján)
  • 5.1 Introduction
  • 5.2 Art
  • 5.3 Marketing of art
  • 5.4 Digital marketing and art
  • 5.4.1 QR codes in art
  • 5.4.2 Digital presentation of cultural heritage
  • 5.4.3 Business View – Virtual tours
  • 5.4.4 Video – visual tool of art marketing
  • 5.4.5 E-mail – communication and business tool of art
  • 5.4.6 Digital signage
  • 5.4.7 Internet business of art
  • 5.5 Conclusion
  • 5.6 Cited references
  • 6 Translation of Digital Advertising as Intercultural Transfer (Kažimír Martin)
  • 6.1 Introduction
  • 6.2 Cultural dependence of advertising
  • 6.3 Specifics of language of advertising and cultural dependence of form
  • 6.4 Specifics of translation of audiovisual advertising
  • 6.5 Culture and pragmatics of advertising discourse
  • 6.6 Conclusion
  • 6.7 Cited references
  • 7 Czech Radio Junior: Radio Broadcasting for Children and Marketing in the Era of New Technology (Case Study) (Jandová Zora)
  • 7.1 Introduction
  • 7.2 The station
  • 7.2.1 Program
  • 7.2.2 Broadcasting
  • 7.2.3 Shows
  • 7.2.4 Website
  • 7.2.5 Music
  • 7.2.6 Other activities of the station
  • 7.2.7 Measuring the listenership rates
  • 7.2.8 Difficulties of a public service medium
  • 7.3 Competition
  • 7.4 The primary target group
  • 7.4.1 Pre-school children from 3 to 5 years old
  • 7.4.2 Pre-school children from 5 to 7 years old
  • 7.4.3 Schoolchildren from 6 to 8 years old or from 7 to 9 years old (1st and 2nd grade of elementary school)
  • 7.4.4 Schoolchildren from 9 to 12 years old (3rd to 5th grade of elementary school)
  • 7.5 Secondary target group
  • 7.5.1 Children above 13 years old
  • 7.5.2 Parents
  • 7.5.3 Grandparents
  • 7.5.4 Teachers, tutors, coaches, doctors, etc.
  • 7.5.5 Listeners without specific relationship to children
  • 7.5.6 Potential listeners
  • 7.6 Conclusion
  • 7.7 Cited references
  • Conclusion
  • Series index

Zuzana Bačíková (ed.)

Marketing in the Digital Era

About the editors

Jalal Al-Ali is an IT executive and consultant at the Faculty of Arts, Constantine the Philosopher University in Nitra. He holds a PhD. in marketing communication. His research interests include the new media, media communication, and digital marketing.

Zuzana Bačíková is an assistant professor at the Constantine The Philosopher University in Nitra. The subject of her professional interest is measuring digital marketing.

Oľga Chalányová is internal PhD Student at the Constantine the Philosopher University in Nitra. In her scope of research, she focuses mainly on celebrity studies, especially in connection with digital media and social networks.

Zuzana Džupinová is PhD student. The subject of the postgraduate thesis is CSR in pharmaceutical industry.

Ján Huňady The art activities are taken place in two positions: training and a professional graphic design, and a place for him self-expression is found in free painting. His another working positions are staged, taken photographs or created situations made with computer which are also with possible impact on pop-culture or marketing area. He has long-time pedagogical experience in the field of visual culture and communication.

Zora Jandová is an artist and an independent expert in the field of marketing targeted at minors. Specifically, she focuses on children-targeted marketing in the public sphere. She has background in performing arts, media and sport. She also served as editor-in-chief of the Czech Radio station Radio Junior.

Mgr. Martin Kažimír is a postgraduate student at the Department of Translation Studies at Faculty of Arts, Constantine the Philosopher University in Nitra. In his dissertation research, he deals with the topic of intercultural differences in the translation of advertising texts, with focus on audiovisual translation. His scientific interests also include literary translation and translation criticism, mainly in the field of genre fiction.

About the book

With the digitalisation of society, marketing is experiencing a renaissance. Digital marketing has introduced a compactness absent in traditional marketing, even after the integration of the holistic marketing approach. Consumers nowadays make choices – between purchasing online and visiting a store. They pay attention to certain ads and decide to support a person or product on social media channels. This book presents the theoretical principles of digital marketing established to serve research plans, educational purposes and practical applications. It aims to support the terminological demarcation and to further the professional discussion.

This eBook can be cited

This edition of the eBook can be cited. To enable this we have marked the start and end of a page. In cases where a word straddles a page break, the marker is placed inside the word at exactly the same position as in the physical book. This means that occasionally a word might be bifurcated by this marker.

Details

Pages
172
ISBN (PDF)
9783631758083
ISBN (ePUB)
9783631758090
ISBN (MOBI)
9783631758106
ISBN (Hardcover)
9783631745458
Language
English
Publication date
2018 (October)
Tags
Digital marketing Online behavior Digital media Digital marketing of art Digital CSR Digital culture
Published
Berlin, Bern, Bruxelles, New York, Oxford, Warszawa, Wien. 2018. 172 p., 5 col. ill, 20 b/w ill., 3 b/w tab.

Biographical notes

Zuzana Bačíková (Volume editor)

Zuzana Bačíková is Assistant Professor at the Constantine the Philosopher University in Nitra (Slovakia). Her research interest is measuring digital marketing.

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Title: Marketing in the Digital Era