| datacite.subject.fos | Ciências Sociais | |
| dc.contributor.author | Santos, Sara | |
| dc.contributor.author | Santos, José Duarte | |
| dc.contributor.author | Pires, Paulo Botelho | |
| dc.contributor.author | Pereira, Inês Veiga | |
| dc.contributor.editor | IGI Global | |
| dc.date.accessioned | 2026-01-15T15:28:53Z | |
| dc.date.available | 2026-01-15T15:28:53Z | |
| dc.date.issued | 2025-06 | |
| dc.description.abstract | Digital marketing plays a significant role in promoting the competitiveness of organizations while bringing them closer to customers. However, it also represents a constant challenge for companies, which need to install capabilities capable of continually monitoring the evolutionary dynamics of digital marketing, with particular emphasis on the technological sphere. Digital marketing has several intervention plans, particularly on communication, that use various communication channels and require specific monetization techniques. The vast amount of information available on the Internet, particularly on social networks, makes it difficult to capture consumers' attention. This requires digital marketing strategies in which content needs to be created according to the objectives and selected communication channels. As digital marketing cuts across different economic areas of society but also covers other areas, such as politics and religion, it is essential for those who are directly or indirectly linked to digital marketing to come into contact with examples, with case presentations of success and also of failure, which are duly contextualized in the theory that supported the decisions made by organizations. This book, “Cases on Effective Digital Marketing for Competitive Organizations”, main objective is to present several cases of companies/brands using digital marketing in different industries, allowing readers to develop/deepen knowledge and skills in the various dimensions of digital marketing, namely from a strategic, tactical and operational perspective. So, this book is ideal for (i) management and marketing academics and their students (undergraduate/graduate programs) who need to strengthen or dominate new concepts and know studies developed using quantitative or qualitative methodologies; (ii) researchers monitor conceptual developments and analyze the application of digital marketing through case studies; (iii) general managers, digital marketing managers, and marketers need more knowledge and skills to improve their competencies. | eng |
| dc.identifier.citation | Santos, S., Santos, J. D., Pires, P. B., & Pereira, I. V. (Eds.). (2025). Cases on Effective Digital Marketing for Competitive Organizations. IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-5395-0 | |
| dc.identifier.doi | 10.4018/979-8-3693-5395-0 | |
| dc.identifier.uri | http://hdl.handle.net/10400.2/20878 | |
| dc.language.iso | eng | |
| dc.peerreviewed | yes | |
| dc.publisher | IGI Global | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | Digital marketing | |
| dc.subject | Social media | |
| dc.subject | Marketing | |
| dc.subject | Advertising | |
| dc.title | Cases on effective digital marketing for competitive organizations | eng |
| dc.type | book | |
| dspace.entity.type | Publication | |
| oaire.version | http://purl.org/coar/version/c_970fb48d4fbd8a85 | |
| person.familyName | Santos | |
| person.givenName | Sara | |
| person.identifier.orcid | 0000-0002-3581-6478 | |
| relation.isAuthorOfPublication | 4041eee1-c2b7-41d1-ae7e-e0dcb1d06615 | |
| relation.isAuthorOfPublication.latestForDiscovery | 4041eee1-c2b7-41d1-ae7e-e0dcb1d06615 |
