Marketing in the Digital Era

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