The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas

Abstract Advertising through digital channels—known as Digital Marketing—is recognized for its transformative impact on companies and for its immense effect on brand–consumer relationships, as it enables interactions with customers at any time and in any place. Based on these realities, this study a...

Full description

Saved in:
Bibliographic Details
Published in:Business perspectives and research 2020-01, Vol.8 (1), p.4-20
Main Authors: Makrides, Anna, Vrontis, Demetris, Christofi, Michael
Format: Article
Language:English
Subjects:
Advertising media
Digital marketing
Marketing
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!