DIGITAL TRANSFORMATION AND ITS IMPACT ON BRAND
DIGITAL TRANSFORMATION AND ITS IMPACT ON BRAND
Author(s): Tatiana Čorejová, Alexandra Rovňanová, Tatiana Genzorová, Marek ValicaSubject(s): Social Sciences, Media studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand; digital environment; digital revolution; digital single market; digital transformation;
Summary/Abstract: With the arrival of the Internet, revolution took place not only in the lives of ordinary people, but also in the business environment. Business has moved from the physical world, where the seller and the buyer met into the online world, which has brought a simplification of purchasing process from both sides. This online shopping environment goes beyond countries borders and the European Union has set itself the task of creating the unity of the digital environment. With the creation of the digital environment also the companies that were here before must tackle with this fact. Their task is to raise awareness of their brand and get the benefits of the digital environment.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/1
- Page Range: 54-65
- Page Count: 12
- Language: English