New media in the marketing communication of enterprises in the international market

This book explores the implementation of new media in communication strategies across international markets. It delves into the cutting-edge marketing strategies that have evolved with the advent of the Internet, advancements in technology, and the rise of new media, such as social media marketing, 360-degree marketing, and inbound marketing.The author offers a collection of tools designed to evaluate the effectiveness and efficiency of new media applications in marketing. She highlights the key factors influencing marketing communication practices in foreign market contexts.Additionally, the book shares findings from both quantitative and qualitative research conducted across more than 320 companies operating in global markets, including Poland. These companies span both B2B and B2C sectors. The research results illuminate the strategies employed by businesses to communicate with international partners and identify elements that shape communication dynamics.Featuring insightful case studies, this publication serves as a valuable resource for those studying market trends and managing marketing efforts. It is also beneficial for students in fields such as management, marketing, and new media, particularly in courses related to marketing, marketing communication, international marketing, and digital marketing integration.