POLECAMY
Koszyk
New media in the marketing communication of enterprises in the international market
Wydawca:
Format:
epub, mobi, ibuk
The book addresses the use of new media in communication in foreign markets. It describes the latest marketing strategies which were created due to the widespread access to the Internet, the development of technology and new media, such as social media marketing, 360 degree marketing, inbound marketing.
The author presents a set of tools that are used to measure the effectiveness and efficiency of the use of new media in marketing. She indicates the factors that may determine the actions within marketing communication in foreign markets.
The publication also presents the results of quantitative and qualitative research conducted in over 320 enterprises operating not only in Poland but also in foreign markets - divided into B2B and B2C markets. The results of the research identify solutions that are used by enterprises in communication with foreign partners as well as factors which define the nature of the communication.
Thanks to the presented case studies, the book is an invaluable source of knowledge for everyone who studies market trends and coordinates marketing activities. It can also be useful for students of management, marketing and new media in the following subject areas: marketing, marketing communication, international marketing, digitalization in marketing.
| Rok wydania | 2019 |
|---|---|
| Liczba stron | 350 |
| Kategoria | Marketing, reklama |
| Wydawca | Wydawnictwo Naukowe PWN |
| ISBN-13 | 978-83-01-20608-6 |
| Numer wydania | 1 |
| Język publikacji | angielski |
| Informacja o sprzedawcy | ePWN sp. z o.o. |
Ciekawe propozycje
Spis treści
| Introduction | 9 |
| 1. Marketing communication in the light of Internet development – theoretical background | 15 |
| 1.1. The communication process – the essence, elements and their meaning | 17 |
| 1.2. The essence of marketing communication – a definitional approach | 22 |
| 1.3. Types of marketing communication in a model approach | 27 |
| 1.3.1. Characteristics of B2B and B2C markets in the aspect of marketing communication | 27 |
| 1.3.2. Marketing communication models in B2B and B2C markets | 31 |
| 1.4. Forms of marketing communication | 37 |
| 1.4.1. Types and essence of forms of marketing communication | 37 |
| 1.4.2. Forms of marketing communication in B2B and B2C markets | 59 |
| 1.5. Computer-mediated communication theory in the context of selected communication theories | 63 |
| 2. New media as the environment of marketing communication | 69 |
| 2.1. World 3.0 in the context of Internet development | 71 |
| 2.2. The nature and characteristics of new media | 75 |
| 2.3. Social media as a type of new media | 79 |
| 2.3.1. The essence and meaning of social media | 79 |
| 2.3.2. The characteristics and functions of social media | 82 |
| 2.3.3. Types of social media in the light of selected classifications | 84 |
| 2.4. The possibilities of using new media in marketing communication – theoretical approach | 90 |
| 2.4.1. Theoretical basis for the use of new technologies from the perspective of individual users – technology acceptance model | 90 |
| 2.4.2. The use of new media in marketing strategies of enterprises – new marketing concepts | 93 |
| 2.5. Possibilities of using new media in marketing communication of enterprises in B2B and B2C markets | 101 |
| 3. Determinants of the use of new media in the processes of internationalization of enterprises | 113 |
| 3.1. Classification of determinants of the use of new media in international marketing communication | 115 |
| 3.2. Endogenous determinants | 117 |
| 3.2.1. The degree of the internationalization of the company | 117 |
| 3.2.2. The size of the company | 125 |
| 3.2.3. The type of the products offered by the company | 129 |
| 3.3. Exogenous determinants | 134 |
| 3.3.1. Economic factors | 134 |
| 3.3.2. Technological factors | 137 |
| 3.3.3. Demographic factors | 142 |
| 3.3.4. Cultural factors | 149 |
| 3.3.5. Political and legal factors | 152 |
| 4. New media and the effectiveness and efficiency of marketing communication | 155 |
| 4.1. The effects of marketing communication – an attempt of identification | 157 |
| 4.2. Effects, efficiency and effectiveness of marketing communication in the dimension of the entire company’s operation – interpretive dilemmas | 162 |
| 4.3. Measuring the effectiveness and efficiency of marketing communication – methods and indicators | 164 |
| 4.4. Effectiveness and efficiency of marketing communication in social media – measurement issues | 170 |
| 5. New media in marketing communication and the effects of business activity in the international market – research assumptions | 177 |
| 5.1. Research methodology | 179 |
| 5.1.1. Research questions, main objective and specific objectives | 179 |
| 5.1.2. The scope of research and research hypotheses | 181 |
| 5.1.3. Research method and sampling | 183 |
| 5.2. Determinants of the use of new media in marketing communication in the international market – a scheme of dependencies | 187 |
| 5.3. Characteristics of the research sample | 189 |
| 6. New media in marketing communication of the studied enterprises in B2B markets – results of empirical research | 193 |
| 6.1. Types of new media in the communication of the studied enterprises with a foreign business partner | 195 |
| 6.2. Determinants of using new media in communication with a foreign business partner by the studied enterprises | 200 |
| 6.3. Characteristics of new media and the scope of their use by the studied enterprises in communication with a foreign business partner | 205 |
| 7. New media in marketing communication of studied enterprises in B2C markets – results of empirical research | 213 |
| 7.1. New media in the communication of studied enterprises with foreign business partners | 215 |
| 7.1.1. Types of new media | 215 |
| 7.1.2. Exogenous and endogenous determinants in the use of new media | 219 |
| 7.1.3. Characteristics of new media and the scope of their use | 225 |
| 7.2. New media in the communication with a mass audience in international market | 230 |
| 7.2.1. Types of new media | 230 |
| 7.2.2. Exogenous and endogenous determinants | 234 |
| 7.2.3. Characteristics of new media and the effects of their use | 239 |
| 7.2.4. Relations between the use of new media in communication and endogenous and exogenous factors – a summary | 246 |
| 8. The significance of new media in international communication – case studies | 253 |
| 8.1. Kukliki Felt Design Studio | 255 |
| 8.2. TOPMET Light | 259 |
| 8.3. Beiersdorf Manufacturing Poznań Sp. z o.o | 263 |
| 8.4. LUG Light Factory Sp. z o.o | 266 |
| 8.5. Avella Sp. z o.o | 271 |
| 8.6. Advanced Graphene Products Sp. z o.o | 274 |
| 8.7. The significance of new media in international communication – summary of case studies | 276 |
| Conclusion | 279 |
| Bibliography | 283 |
| List of Figures | 313 |
| List of Tables | 317 |
| List of Pictures | 321 |
| Appendices | 323 |
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