New Brand Strategies in the Digital Era. The Evolution of Consumers' Behaviour and its Influence on Traditional Brand Management (Paperback) (ISBN-13: 9783960958376)

Brands are essential for a company. Hence, they need to be carefully developed and managed. During the last years globalisation and digitalisation have introduced many new channels for companies to connect with their customers. How has consumers' purchasing decision-making process changed in the digital era? How do consumers connect and engage with brands in the changing landscape of the digital age? How can customer loyalty be improved through digital channels? Alena Horch investigates how consumer's behaviour changed due to digitalisation and how these changes affect traditional brand management. She focusses on the new decision-making process and on the factors that improve customer loyalty. Her book addresses CEOs and marketing managers. Keywords: - digitalisation; - digital marketing tools; - decision-making process; - Corporate Website; - Search Engine Optimization; - E-Mail marketing

Author: Alena Horch
ISBN-10: 3960958374
ISBN-13: 9783960958376
Publisher: Studylab
Language: English
Published: 05/25/2020
Pages: 80
Format: Paperback
Weight: 0.25lbs
Size: 8.27h x 5.83w x 0.19d