Achieving Business Competitiveness in a Digital Environment

Opportunities in E-commerce and Online Marketing
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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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ReiheContributions to Management Science
ISBN 9783030931308
Sprache Englisch
Ausgabe 1st ed. 2022
Erscheinungsdatum 23.01.2022
Umfang 239 Seiten
Genre Wirtschaft/Werbung, Marketing
Format Hardcover
Verlag Springer International Publishing
Herausgegeben von Tereza Semerádová, Petr Weinlich
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