With the increasing prevalence of information, communication, and technology, including social media, in the digital economy, leveraging consumer behavior and p

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of deve

This proceedings book presents the outcomes of the VII International Scientific Conference “Digital Transformation of the Economy: Challenges, Trends, New Opp

Going against conventional marketing wisdom, Absolute Value reveals what really influences customers today and offers a new framework—the Influence Mix, a tot