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Del marketing mix al marketing digital: Entre la interoperabilidad y los retos de la modernización: el caso de los profesionales de la publicidad en Camerún

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Description

Nuestra sociedad ha pasado, a lo largo de los siglos XVIII y XXI, de un modelo de producción y consumo no industrializado adaptado a las estrategias de marketing tradicionales a modelos industrializados y, posteriormente, tecnológicamente industrializados. Este proceso ha conducido progresivamente a la función de marketing tradicional hacia una función de marketing digital específica de la revolución industrial 4.0. El principal objetivo de esta investigación era demostrar que el desarrollo de las TIC ha fomentado de forma significativa la interoperabilidad entre el marketing mix y el marketing digital en los últimos diez (10) años en Camerún. Se utilizó el Modelo de Aceptación de la Tecnología de Davis (1989) para explicar las orientaciones de marketing y las funciones de los agentes institucionales de las TIC y los profesionales de la publicidad en Camerún. Datos estadísticos recientes de Minpostel (2015) muestran que la tasa de penetración de Internet y de la telefonía móvil, los costes de acceso y la multiplicidad de operadores son indicadores tecnológicos que han influido en la interoperabilidad entre el marketing mix y el marketing digital en el sector de la publicidad en Camerún.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
27 March 2024
Listed Since
28 March 2024

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