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Marketing and Advertising: Shifting from Conventional to Digital Marketing

In: Emerging and Evolving Business and Management Issues in Vietnam Research and Practice

Author

Listed:
  • Tien Minh Dinh
  • Le Oanh, Vu Lan
  • Mai Dong Tran
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.

Suggested Citation

  • Tien Minh Dinh & Le Oanh, Vu Lan & Mai Dong Tran, 2024. "Marketing and Advertising: Shifting from Conventional to Digital Marketing," World Scientific Book Chapters, in: Hoai Trong Nguyen & Thanh Dinh Su & Toan Luu Duc Huynh & Angelina Nhat-Hanh Le (ed.), Emerging and Evolving Business and Management Issues in Vietnam Research and Practice, chapter 2, pages 43-86, World Scientific Publishing Co. Pte. Ltd..
  • Handle: RePEc:wsi:wschap:9789811286100_0002
    as

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    File URL: https://www.worldscientific.com/doi/abs/10.1142/9789811286100_0002
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    More about this item

    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;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business
    • F44 - International Economics - - Macroeconomic Aspects of International Trade and Finance - - - International Business Cycles
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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