Do Marketing Mix ao Marketing Digital
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Do Marketing Mix ao Marketing Digital

Do Marketing Mix ao Marketing Digital


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About the Book

Ao longo dos séculos XVIII e XXI, a nossa sociedade passou de um modelo de produção e de consumo não industrializado e adaptado às estratégias de marketing tradicionais para modelos industrializados e depois tecnologicamente industrializados. Este processo conduziu gradualmente a função de marketing tradicional para uma função de marketing digital específica da revolução industrial 4.0. O principal objetivo desta investigação era mostrar que o desenvolvimento das TIC favoreceu significativamente a interoperabilidade entre o marketing mix e o marketing digital nos últimos dez (10) anos nos Camarões. O Modelo de Aceitação de Tecnologia de Davis (1989) foi utilizado para explicar as orientações de marketing e os papéis dos actores institucionais das TIC e dos profissionais de publicidade nos Camarões. Dados estatísticos recentes da Minpostel (2015) mostram que a taxa de penetração da Internet e dos telemóveis, os custos de acesso e a multiplicidade de operadores são indicadores tecnológicos que influenciaram a interoperabilidade entre o marketing mix e o marketing digital no sector da publicidade nos Camarões.


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Product Details
  • ISBN-13: 9786207315178
  • Publisher: KS Omniscriptum Publishing
  • Binding: Paperback
  • Language: Portuguese
  • Returnable: N
  • Weight: 249 gr
  • ISBN-10: 6207315170
  • Publisher Date: 27 Mar 2024
  • Height: 229 mm
  • No of Pages: 128
  • Spine Width: 8 mm
  • Width: 152 mm


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