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Ingliskeelne raamat "The Impact of the Digital World on Management and Marketing"
Koostanud: Grzegorz Mazurek, Jolanta Tkaczyk
384 lk, kõvakaaneline. Ilmumisaasta: 2016

The book aims to give an insight into the multifacetedness of changes the Internet (referred to here as the digital world) triggers in both theory and practice of marketing and management. 

The book has been divided into 5 subject areas - management, strategy, communications, brand, and consumer all of which act as the main themes of subsequent chapters. 


CONTENTS:  

1. INTRODUCTION 
O Brave New World That Has Such Creatures in: How Digital  Media Shape Corporations, Organizations, and Society at Large 

Video Takes the Lead 

2. MANAGEMENT IN THE DIGITAL WORLD
· The Business Value of Data: The Correlation Between Information Growth and Business Performance 
· Internet of Things: Marketing Aspects 
· Be Wise With Privacy. Attitudes Towards Data as Online Activities Become Subject to Research 
· An Inquiry into Determinants of Value Creation in the ICT Industry 
· Different Types of Virtual Teams, Different Challenges  for Management 
· Design Thinking as a Form of User-Oriented Design 

3. STRATEGY IN THE DIGITAL WORLD
· New Trends in Marketing Research: Neuromarketing  and Eye Tracking 
· New Information Technologies: Implications for Business  Strategies and Marketing Communication 
· The Impact of Automation Processes on Customer Experience Management 
· Affective Computing: Disruptive Player in Marketing 
· Social Media in Small Enterprises: The Polish Market Example 

4. COMMUNICATION IN THE DIGITAL WORLD 
· Challenges for Marketing Communications in the Digital Age 
· How to Make Young Ones “Like It”? Facebook as a Modern e-Marketing Tool 
· Between the Mainstream and the Niche: How Social Media  Promote Consumption Trends 
· Engagement in Content Sharing Across Social Media  Platforms 
· Website Management in the Context of User Experience Design 

5. BRANDING IN THE DIGITAL WORLD
· Personal Brand Building Through LinkedIn 
· Commercial Mobile Applications in the Context of Brand Creation 
· The Content Challenge: Engaging Consumers in a World  of ME-formation 
· Creating Food Brands in the Digital Era 

6. CONSUMERS IN THE DIGITAL WORLD 
· Differences in Trust, Convenience and Risk Perceptions Towards Online Shopping Between Poland and Germany: a Comparative Study 
· Exploration of Consumer Attitudes Towards e-Commerce:  a Model Approach
· Changes in Consumer Decision-Making Process Influenced by ICT Usage 
· Digital Consumer: Trends and Challenges 
· Use of ICT Among Consumers on the Cultural Market in Poland 




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