Marketing and Advertising: Shifting from Conventional to Digital Marketing

Tien Minh Dinh, Vu Lan Le Oanh and Mai Dong Tran

Chapter 2 in Emerging and Evolving Business and Management Issues in Vietnam:Research and Practice, 2024, pp 43-86 from World Scientific Publishing Co. Pte. Ltd.

Abstract: With the advent of technology, marketing and advertising have undergone constant development and refinement. This chapter aims to provide an illustration of how marketing and advertising techniques have changed from conventional to digital marketing. Synthetic and descriptive research methodologies were employed. The findings address two distinct subjects: (1) consumer and business perspectives on the impact of technology and (2) the development of digital marketing over time. Finally, some directions for further research as well as practical commercial solutions are suggested.

Keywords: Strategic Management; Environmental Uncertainty; Digital Marketing; Marketing and Digital Shift; Cultural Intelligence; Quality Measurement; Prosumption; Transitional Economy; IoT Adoption; Market Orientation; Social Investment; Productivity Growth; Fintech; New Managerialism; Financial Literacy; Digital Literacy; Personal Financial Management; Digital Financial Services; Vietnam (search for similar items in EconPapers)
JEL-codes: F23 F44 M1 M11 M16 M31 (search for similar items in EconPapers)
Date: 2024
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