New media in the marketing communication of enterprises in the international market

Spis treści książki

• Cover
• Title page
• Editorial credits
• About the Author
• Contents
• Introduction
• 1. Marketing communication in the light of Internet development theoretical background
  • 1.1. The communication process the essence, elements and their meaning
  • 1.2. The essence of marketing communication a definitional approach
  • 1.3. Types of marketing communication in a model approach
    • 1.3.1. Characteristics of B2B and B2C markets in the aspect of marketing communication
    • 1.3.2. Marketing communication models in B2B and B2C markets
  • 1.4. Forms of marketing communication
    • 1.4.1. Types and essence of forms of marketing communication
    • 1.4.2. Forms of marketing communication in B2B and B2C markets
  • 1.5. Computer-mediated communication theory in the context of selected communication theories
• 2. New media as the environment of marketing communication
  • 2.1. World 3.0 in the context of Internet development
  • 2.2. The nature and characteristics of new media
  • 2.3. Social media as a type of new media
    • 2.3.1. The essence and meaning of social media
    • 2.3.2. The characteristics and functions of social media
    • 2.3.3. Types of social media in the light of selected classifications
  • 2.4. The possibilities of using new media in marketing communication theoretical approach
    • 2.4.1. Theoretical basis for the use of new technologies from the perspective of individual users technology acceptance model
    • 2.4.2. The use of new media in marketing strategies of enterprises new marketing concepts
  • 2.5. Possibilities of using new media in marketing communication of enterprises in B2B and B2C markets
• 3. Determinants of the use of new media in the processes of internationalization of enterprises
  • 3.1. Classification of determinants of the use of new media in international marketing communication
  • 3.2. Endogenous determinants
    • 3.2.1. The degree of internationalization of the company
    • 3.2.2. The size of the company
    • 3.2.3. The type of products offered by the company
  • 3.3. Exogenous determinants
    • 3.3.1. Economic factors
    • 3.3.2. Technological factors
    • 3.3.3. Demographic factors
    • 3.3.4. Cultural factors
    • 3.3.5. Political and legal factors
• 4. New media and the effectiveness and efficiency of marketing communication
  • 4.1. The effects of marketing communication an attempt at identification
  • 4.2. Effects, efficiency and effectiveness of marketing communication in the dimension of the entire companys operation interpretive dilemmas
  • 4.3. Measuring the effectiveness and efficiency of marketing communication methods and indicators
  • 4.4. Effectiveness and efficiency of marketing communication in social media measurement issues
• 5. New media in marketing communication and the effects of business activity in the international market research assumptions
  • 5.1. Research methodology
    • 5.1.1. Research questions, main objective and specific objectives
    • 5.1.2. The scope of research and research hypotheses
    • 5.1.3. Research method and sampling
  • 5.2. Determinants of the use of new media in marketing communication in the international market a scheme of dependencies
  • 5.3. Characteristics of the research sample
• 6. New media in marketing communication of the studied enterprises in B2B markets results of empirical research
  • 6.1. Types of new media in the communication of the studied enterprises with a foreign business partner
  • 6.2. Determinants of using new media in communication with a foreign business partner by the studied companies
  • 6.3. Characteristics of new media and the scope of their use by the studied enterprises in communication with a foreign business partner
• 7. New media in marketing communication of studied enterprises in B2C markets results of empirical research
  • 7.1. New media in the communication of studied enterprises with foreign business partners
    • 7.1.1. Types of new media
    • 7.1.2. Exogenous and endogenous determinants in the use of new media
    • 7.1.3. Characteristics of new media and the scope of their use
  • 7.2. New media in the communication with a mass audience in international market
    • 7.2.1. Types of new media
    • 7.2.2. Exogenous and endogenous determinants
    • 7.2.3. Characteristics of new media and the effects of their use
    • 7.2.4. Relations between the use of new media in communication and endogenous and exogenous factors a summary
• 8. The significance of new media in international communication case studies
  • 8.1. Kukliki Felt Design Studio
  • 8.2. TOPMET Light
  • 8.3. Beiersdorf Manufacturing Poznań Sp. z o.o.
  • 8.4. LUG Light Factory Sp. z o.o.
  • 8.5. Avella Sp. z o.o.
  • 8.6. Advanced Graphene Products Sp. z o.o.
  • 8.7. The significance of new media in international communication summary of case studies
• Conclusion
• Bibliography
• Appendices
• Footnotes

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