{"product_id":"9783030931339","title":"Achieving Business Competitiveness in a Digital Environment Opportunities in E-commerce and Online Marketing","description":"\u003ch3\u003eContributions to Management Science\u003c\/h3\u003e\u003ch1\u003eAchieving Business Competitiveness in a Digital Environment\u003c\/h1\u003e\u003ch2\u003eOpportunities in E-commerce and Online Marketing\u003c\/h2\u003e\u003ch3\u003eTereza Semerádová | Petr Weinlich​\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ E-Commerce \/ Digital Marketing\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\u003cp\u003eThe 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.\u003c\/p\u003e\u003c\/div\u003e\u003cdiv\u003e\n\u003cb\u003eTereza Semerádová \u003c\/b\u003eis a researcher in the Department of Informatics, Technical University of Liberec (Czech Republic). In addition to academic activities, she also participates in numerous marketing projects where she operates as a consultant on Facebook ads, Google AdWords, and website analytics. She is a specialist on dynamic ads and remarketing, and her primary research interests include online marketing strategies, user experience design, and advertising efficiency.\u003cbr\u003e \u003cbr\u003e \u003cb\u003ePetr Weinlich\u003c\/b\u003e is a researcher in the Department of Informatics, Technical University of Liberec (Czech Republic). He has both academic and professional experience, and has participated in many marketing projects both as an art director and a designer. He specializes in multimedia, web design, and creative marketing content.\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e24 January 2023\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eTechnology Agency of the Czech Republic\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eSpringer\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9783030931339\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003ePaperback softback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e239\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Technology Agency of the Czech Republic","offers":[{"title":"Default Title","offer_id":52241595269260,"sku":"9783030931339","price":152.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9783030931339.jpg?v=1786540040","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9783030931339","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}