From Marketing Mix to Digital Marketing

Between interoperability and the challenges of modernization: the case of advertising professionals in Cameroon

Autori

• Amour Joel Ombassa

Parametri

• 124 pagine
• 5 ore di lettura

• Economia e affari

Maggiori informazioni sul libro

The book explores the evolution of marketing from traditional methods to digital strategies in Cameroon, driven by the impact of information and communication technologies (ICTs) over the past decade. It highlights the transition influenced by the 4.0 industrial revolution and utilizes Davis' Technology Acceptance Model to analyze the roles of ICT players and advertising professionals. Recent statistical data reveal how internet and mobile penetration, access costs, and operator diversity have shaped the integration of digital marketing within the advertising sector.

Lingua: Inglese

Pubblicato: 2024

(In brossura)