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Achieving Business Competitiveness in a Digital Environment: Opportunities in E-Commerce and Online Marketing
Hardcover
Series: Contributions to Management Science
Business GeneralManagementGeneral Computers
ISBN13: 9783030931308
Publisher: Springer Nature
Published: Jan 23 2022
Pages: 239
Weight: 1.17
Height: 0.63 Width: 6.14 Depth: 9.21
Language: English
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.
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