NEW MEDIA IN MARKETING COMMUNICATION

The book addresses the use of new media in communication in foreign markets. It describes the latest marketing strategies which were created due to the widespread access to the Internet, the development of technology and new media, such as social media marketing, 360-degree marketing, and inbound marketing. This publication is an invaluable source of knowledge for anyone who studies market trends and coordinates marketing activities, as well as for students of management, marketing, and new media.

• Comprehensive overview of the use of new media in marketing.
• Analysis of the latest marketing strategies.
• A set of tools to measure the effectiveness of marketing activities.
• Identification of factors influencing marketing communication in foreign markets.
• Results of studies conducted in over 320 enterprises.
• Case studies illustrating the practical application of the discussed issues.
• Useful for students and marketing practitioners.

The author presents a set of tools that are used to measure the effectiveness and efficiency of the use of new media in marketing. She indicates the factors that may determine the actions within marketing communication in foreign markets. The publication also presents the results of quantitative and qualitative research conducted in over 320 enterprises operating not only in Poland but also in foreign markets - divided into B2B and B2C markets. The results of the research identify solutions that are used by enterprises in communication with foreign partners as well as factors which define the nature of the communication.

Thanks to the presented case studies, the book is an invaluable source of knowledge for everyone who studies market trends and coordinates marketing activities. It can also be useful for students of management, marketing and new media in the following subject areas: marketing, marketing communication, international marketing, digitalization in marketing. Wydawnictwo Naukowe PWN is a renowned publisher of scientific and educational publications, guaranteeing high quality content and reliability of information. By choosing this book, you are investing in a proven source of knowledge that will help you understand and effectively use new media in marketing communication.

This book is ideal for students, researchers, and marketing practitioners who want to expand their knowledge of the use of new media in marketing communication in foreign markets. Thanks to numerous case studies and research results, the reader can understand how to effectively use new media to build relationships with customers and increase sales. This publication is also a valuable source of information for companies that want to develop their activities in foreign markets and are looking for effective marketing strategies.