Naslov
Marketing Challenges in New Economy

Urednik/ci
Križman Pavlović, Danijela ; Benazić, Dragan

Vrsta, podvrsta i kategorija knjige
Uredničke knjige, monografija, znanstvena

Izdavač
Juraj Dobrila University of Pula

Grad
Pula

Godina
2011

Stranica
540

ISBN
978-953-7498-57-3

Ključne riječi
New Economy, Marketing, Consumer Behaviour, Product and Brand management, Pricing strategy, Consumer Sociale Responsability

Sažetak
Observesr from academia, business, and government are claiming that mid 1990s mark the beginning of a new era of social and economic development. In literature ther can be found different terms for appellation of this new development era - New Economy, Information Society, Knowledge-based Society, Digital Economy, etc. The proponents of New Economy view globalization and computerization as key forces that transformed modern society and economy from industrial - based to information - based. They also say that the New Economy is being built on the economic and social power of intangibles (i.e. relationships, knowledge, and intellectual property) that are multiplied by the effects of the networked international economy. Therefore, it can be deducted that the New Economy has three distinguishing characteristics: it is global, it favors intangible things Ideas, information and relationships) and it is intensely interlinked and networked.This book is compounded of 9 parts covering the succeeding topics: (1) corporate social responsibility and marketing, (2) consumer behavior and customer relationship management, (3) product development and brand management, (4) pricing strategy and channel management, (5) marketing communications, (6) Internet and social media marketing, (7) marketing education and specific marketing topics, (8) new marketing trends and concepts, and (9) contemporary marketing practice. Each part of the book has several chapters. Primary 8 parts include 27 chapters, written in a theoretical and empirical manner. The last part of the book contains 5 case studies from the Croatian contemporary practice.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

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