Achieving Business Competitiveness in a Digital Environment: Opportunities in E-commerce and Online Marketing

The COVID-19 pandemic has highlighted the importance of digital competitiveness for economic development. This book examines the prerequisites for online marketing competitiveness and compares the current level in Europe, based on macro and micro-level data. Interviews with experts and case studies of SMEs provide insights and recommendations.

Format: Paperback / softback
Length: 239 pages
Publication date: 24 January 2023
Publisher: Springer Nature Switzerland AG

The COVID-19 pandemic has underscored the critical importance of a country's digital competitiveness in shaping its future economic development. As a result, businesses have been compelled to evaluate and harness the potential of e-commerce and online marketing tools. In this comprehensive book, esteemed experts provide a comprehensive overview of the prerequisites for achieving online marketing competitiveness and compare the current state of digital marketing competitiveness in Europe using publicly available macro and micro-level data. The authors present their insightful analyses and recommendations, drawing from extensive interviews with over 125 online marketers and e-commerce specialists. Additionally, they share valuable lessons learned from the digitalization of over 600 SMEs.

The COVID-19 pandemic has served as a stark reminder that the future economic prosperity of any nation is intricately linked to its ability to enhance digital competitiveness. Consequently, businesses have been compelled to critically assess and explore the myriad opportunities presented by e-commerce and online marketing tools. In this comprehensive book, esteemed experts offer a comprehensive examination of the essential requirements for achieving online marketing competitiveness, while also comparing the current state of digital marketing competitiveness in Europe using publicly available macro and micro-level data. The authors present their insightful analyses and valuable recommendations, drawing from extensive interviews with over 125 online marketers and e-commerce specialists. Furthermore, they share invaluable insights gained from the digitalization of over 600 SMEs.

The COVID-19 pandemic has underscored the pivotal role of digital competitiveness in shaping a country's future economic development. As a result, businesses have been compelled to evaluate and harness the potential of e-commerce and online marketing tools. In this comprehensive book, esteemed experts provide a comprehensive overview of the prerequisites for achieving online marketing competitiveness, while also comparing the current state of digital marketing competitiveness in Europe using publicly available macro and micro-level data. The authors present their insightful analyses and valuable recommendations, drawing from extensive interviews with over 125 online marketers and e-commerce specialists. Additionally, they share invaluable lessons learned from the digitalization of over 600 SMEs.

The COVID-19 pandemic has served as a powerful reminder that the future economic success of any nation is intricately linked to its ability to enhance digital competitiveness. Consequently, businesses have been compelled to critically assess and explore the myriad opportunities presented by e-commerce and online marketing tools. In this comprehensive book, esteemed experts offer a comprehensive examination of the essential requirements for achieving online marketing competitiveness, while also comparing the current state of digital marketing competitiveness in Europe using publicly available macro and micro-level data. The authors present their insightful analyses and valuable recommendations, drawing from extensive interviews with over 125 online marketers and e-commerce specialists. Furthermore, they share invaluable insights gained from the digitalization of over 600 SMEs.

Weight: 391g
Dimension: 235 x 155 (mm)
ISBN-13: 9783030931339
Edition number: 1st ed. 2022