Open AccessInternational Marketing in the Digital Era. Collaboration of Sustainable and Contemporary Knowledge
Author(s) -
Christian Zhelev
Publication year - 2020
Publication title -
european journal of marketing and economics
Language(s) - English
Resource type - Journals
ISSN - 2601-8659
DOI - 10.26417/236sii35d
Subject(s) - witness , digital marketing , marketing science , work (physics) , marketing , foundation (evidence) , marketing research , field (mathematics) , business , marketing management , knowledge management , computer science , political science , engineering , relationship marketing , mathematics , mechanical engineering , law , pure mathematics , programming language
We witness unprecedented turn to the digital marketing. International Marketing, as a specific field of the marketing science, is no exception of the general trend. In this article, the trendsetters are presented, but also a different approach is followed. It is argued that the new metrics should be taken into consideration, but at the same time, the sustainable knowledge should not be neglected, because the traditional knowledge should work in conjunction with the newly appeared marketing tools. What is more, the “new” metrics are often built on the solid foundation of prior knowledge, which every marketing professional should be armed with.