DIGITISATION OF ADVERTISING AND ITS ECONOMIC EFFECT
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
The ever growing demand for the use of new information technologies is forcing many companies to take revolutionary steps in order to maintain fair approach to their customers. Any company striving to be successful in these days has to monitor and analyse the development of information technologies and behaviour of the segment of customers to whom the company wants to sell its products and services. Internet marketing has been undergoing a huge technological development. Technical knowledge has become essential in order to set up and keep the digital advertisement on the internet. Therefore, this document focuses on the assessment of the economic efficiency of internet advertising of a company. The real-life example will be used to verify or falsify the hypothesis whether internet digital advertising has better future in comparison with the other standard forms of advertising.
Authors and Affiliations
Aleš Hes, Ivana Hesová, Ladislava Knihová
Keywords
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