Digital Marketing Research Papers - Academia.edu (original) (raw)

- by
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- History, Cultural Studies, Psychology, Social Psychology
- by Efthymios Constantinides
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- Marketing, Digital Media, Social Media, Direct Marketing

This study analyses toy unboxing videos, used in child influencer marketing, as an example of digital transformation in marketing practice. In these videos, the experience of the child while opening the toy box is combined with the promotion of the brand and turns into a persuasive object, an advertisement. The study adopts Çomu's discourse analysis application model in relation to video sharing networks, to analyze unboxing videos of LOL Surprise dolls shared on YouTube by Ecrin Su Çoban, a Turkish kids' influencer. The findings of the research indicated that toy unboxing videos are different from traditional advertising with a more convincing, seemingly genuine structure, and a high interaction power.

- by ÖZLEM KALAN
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- Digital Marketing, Digital Transformation, Influencer Marketing

Introduction and overview of Jennifer R. Whitson's PhD Thesis

- by Jennifer R. Whitson
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- Game studies, New Media, Digital Media, Facebook

Digital Marketing Plan for Cultural Organization "Megaron", The Athens Concert Hall

- by Evi Stoubou
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- Cultural Studies, Digital Media, Culture, Cultural management

Με ποιους τρόπους μπορούν τα περιφερειακά μουσεία τεχνών να ανταποκριθούν στις νέες παγκόσμιες προκλήσεις και κοινωνικές ανάγκες για μάθηση και αναψυχή; Πώς αξιοποιούν τις νέες τάσεις στην πολιτιστική επικοινωνία και τα ψηφιακά μέσα; Πώς μπορούν να εμπνεύσουν τον επισκέπτη και να τον κάνουν συμμέτοχο στην αποστολή, τις αξίες και τις δράσεις τους; Ποιος είναι ο ρόλος τους στην περιφερειακή ανάπτυξη και πώς αλληλεπιδρούν με τις τοπικές κοινότητες και ομάδες ενδιαφέροντος για την αξιοποίηση και προβολή του πολιτιστικού κεφαλαίου τους;
Η παρούσα εργασία εξετάζει τα παραπάνω ζητήματα σε σχέση με την ανάπτυξη, προβολή και ανταγωνιστικότητα των δημόσιων μουσείων τεχνών της ελληνικής περιφέρειας. Προσεγγίζονται ζητήματα όπως η ολιστική στρατηγική επικοινωνίας, οι συμβατικές και ψηφιακές «αφηγήσεις» και η συμμετοχή των κοινών, η βιωματική μάθηση και τα ψηφιακά ερμηνευτικά μέσα, το μάρκετινγκ εμπειρίας, ο κοινωνικός ρόλος της τέχνης και η αποαποικιοποίηση. Επίσης, αναλύονται θέματα όπως η πολιτιστική πολιτική, η νησιωτικότητα, η περιφερειακή βιωσιμότητα και η πολιτισμοκεντρική ανάπτυξη.
Για να διερευνηθούν εμπειρικά οι θεωρητικές διατυπώσεις χρησιμοποιείται η μελέτη περίπτωσης του Μουσείου Νεοελληνικής Τέχνης Δήμου Ρόδου με τις πολύτιμες συλλογές τέχνης του 20ου αιώνα. Η ποιοτική έρευνα συγκεντρώνει πρωτογενή και δευτερογενή στοιχεία από τη σημερινή επικοινωνιακή πολιτική και διαχείριση του μουσείου, συνεντεύξεις από εκπροσώπους ομάδων ενδιαφέροντος, επιτόπια και συμμετοχική παρατήρηση και συγκριτικά ευρήματα από ομοειδείς οργανισμούς της χώρας.
Εξάγεται το γενικό συμπέρασμα ότι το μουσείο εμφανίζει σημαντικές ανεπάρκειες στην επικοινωνιακή του διαχείριση, δεν έχει αναπτύξει στρατηγική για την ανάδειξη των συλλογών του, δεν παράγει καινοτόμες εικαστικές δράσεις και δεν προσφέρει στην υποκειμενική/κοινωνική δόμηση της μουσειακής εμπειρίας τόσο στο φυσικό όσο και στο ψηφιακό πεδίο.
Προτείνονται επικοινωνιακοί τρόποι με τους οποίους το μουσείο μπορεί να οικοδομήσει μια νέα εικόνα ορατότητας, διείσδυσης στην πολιτιστική «αγορά» και δέσμευσης με τα κοινά του, ικανοποιώντας τις ανάγκες και επιθυμίες των επισκεπτών του και συνεισφέροντας στην τοπική πολιτισμική ανάπτυξη και την εγχώρια οικονομία του πολιτισμού.

- by Polly Chatzimarkou
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- Museum Studies, Strategic Communication, Social Media, Cultural Communication
- by Erdoğan Taşkın
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- Turkey, Digital Marketing

The goal of this study is: (1) to expand upon prior research into general online content, (2) to analyze the acceptance and rejection factors of Internet advertising messages, and (3) to examine the moderating role of brand trust in this process. The results show that, when displaying intentions relating to the acceptance of online advertising, brand trust is not a significant influencing variable. However, when studying the intent to reject a message, brand trust does act as a barrier against the negative effect of irritation, while when this trust does not exist, irritation exercises a significant negative effect on advertising value.

- by David Alameda García
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- Digital Media, Advertising, Digital Marketing

Turismul în România a suferit schimbări considerabile în procesul de tranziţie spre economia de piaţă. Aceste modificări, însoţite de soluţiile neadecvate adoptate de autorităţi, au determinat o situaţie discordantă între ceea ce prezintă şi promovează Ministerul Turismului şi situaţia reală a industriei turismului şi a industriei hoteliere româneşti. Această situaţie a fost întreţinută şi de centralizarea precară sau eronată către Ministerul Turismului (MT)/ Autoritatea Naţională pentru Turism (ANT) a informaţiilor hotelierilor cu privire la hotelurile administrate, dar şi de slaba prelucrare a informaţiilor primite de către MT/ ANT, conducând la generarea unor informaţii eronate. Aceste date sunt practic inutile pentru oricare dintre categoriile de persoane interesate să afle mai multe cu privire la industria hotelieră românească şi cu atât mai mult pentru cei care doresc să le utilizeze ca punct de referinţă, în special în vederea deschiderii unor noi afaceri în domeniul ospitali...

- by Maria Cojocea and +1
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- Marketing, Tourism Marketing, Tourism Management, Social Marketing

Digital Business Platforms (DBPs) such as eBay, Google, and Uber have seen enormous growth in recent years. What exactly are the salient characteristics of this new way of structuring a business? What is the role of marketing in helping DBPs succeed? What are the important research topics in this domain for theory and practice? We explore these topics in this paper.
We develop a new conceptual framework based on the insights from Transactions Cost Analysis (TCA) to outline the role and impact of marketing in DBPs. We argue that the primary role of marketing is to increase the number and quality of interactions that take place on a DBP, while also helping to reduce transaction costs for users and the production costs for the DPB. The interactions that are enabled by DBPs and the resulting data generated are the key enablers of value creation and value appropriation on these platforms. But DBPs also introduce several challenges for both value creation and value appropriation because they cater to the needs of many different types of users that are on the platform. As a result, DBPs need to carefully coordinate and manage the interactions between users on different sides of a platform. We also need to re-conceptualize some of the traditional roles of marketing in the context of DBPs, which we discuss in this paper.

- by Nicole Moch and +3
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- Business Modeling, Digital Business Models, Digital Business, Business Models

The purpose of this research study is to evaluate the role and importance of digital branding technique in the luxury cosmetic industry from the consumer perceptive. The concept of digital marketing is increasing rapidly and is playing a major role in attracting the customers. Many of the organisations have been able to generate traffic on their websites through this technique, which is the means of increased market share. In order to evaluate the impact of this technique on the luxury cosmetic industries of the UAE, two leading organisations are selected, Lancôme and Dior. The survey is performed through the customers of Lancôme and Dior, while, the interviews are that of the managers of the two organisations. A sample of 100 customers have been taken from each company for a survey, while, three managers, two from each organisation are interviewed. Based on the results, it is evaluated that digital branding has played vital role in the brand positioning and expansion of the organisations. They have been able to attract various customers in the UAE towards the brand by utilising strategies of digital branding such as display advertising, email marketing, social media marketing, search engine marketing, search engine optimisation and others. Therefore, it is concluded that digital branding is the important concept that has improved the performance of Lancôme and Dior in the luxury cosmetics industry in the UAE.

- by Kiran Kumar
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- Brand Management, Marketing Management, Digital Marketing, Digital Branding

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- by Davide Puzzo
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- Marketing, Search Engine Optimisation, International Marketing, Marketing Strategy

1.60 Hours of Intensive Classroom 2.Training on 7 Core Modules Covered in Digital Marketing 3.Practical Training on Live Projects 4.Industry Recognized Certifications 5.Hands-On Training on 10+ Digital Marketing Tools 6.Internships & 100%... more

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2.Training on 7 Core Modules Covered in Digital Marketing
3.Practical Training on Live Projects
4.Industry Recognized Certifications
5.Hands-On Training on 10+ Digital Marketing Tools
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- by MCTA Digital Marketing
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- Digital Marketing
- by Haoshu Zhai
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- Marketing Strategies, Digital Marketing
- by Amit Chakraborty
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- Business, Marketing, Business Administration, Business Ethics

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- by mahi singh
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- Digital Media, Digital Media & Learning, Digital Signal Processing, PPC

Questo ebook sulla lead generation ha lo scopo di approfondimento sul tema senza presunzione. L’obiettivo dell’ebook gratuito è quello di aggiornarlo con nuove storie ed esempi sulla lead generation che spiegano sempre meglio l’efficienza... more

Questo ebook sulla lead generation ha lo scopo di approfondimento sul tema senza presunzione.
L’obiettivo dell’ebook gratuito è quello di aggiornarlo con nuove storie ed esempi sulla lead generation che spiegano sempre meglio l’efficienza della metodologia in ambito delle attività di marketing.

The aim of this paper is to construct an effective digital marketing plan for Marks and Spencer (Faisal, 2016). The construction of this digital marketing plan is to direct company to launch their new product line which is Electronics Goods such as TV, air conditioners, refrigerators, and home theatres etc. through social media marketing for online sale as a part of their digital strategy.

- by Tithirupa Ghosh
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- Business Administration, Business Management, Digital Marketing

Slowly but eventually, we have arrived at a place in this digitally transforming world from where there is no returning-as marketing has always found its way around into any piece of content, whether it is a written communication or a viral YouTube video. Influencer Marketing has changed the entire course of how marketing is perceived now. Today, any campaign starts from setting an appropriate tone for the brand to getting the right influencers on board to maximize reach.

- by Bikram Lamba
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- Social Media, Evolution, Digital Marketing, Influencer Marketing

Nowadays, people spend their lives in two different worlds, namely the real world and the cyber world. This reality affects both commerce and consumption-related issues. In the cyber world, consumers are exposed to commercial messages more than in the real world and sometimes they are unable to avoid this. The main reason behind this reality is the introduction of Artificial Intelligence (AI). By applying AI technologies, businesses become able to customize their commercial messages for every Internet user. Digitalization also allows businesses to reduce their costs by reaching the target audience more effectively. Moreover, they can present their products in a far and wider geographical range even if they don't have a physical presence. These developments have helped businesses to widen their target audiences. Besides, these opportunities boost the total consumption level of the world. Since this affects the depletion of the world's resources, it also increases the amount of environmental waste produced. This situation causes serious concerns for consumers and they begin pushing businesses to produce more sustainable products. This study aims to explain the concepts, methods, and opportunities for using digital marketing for businesses.

- by Alişan BALTACI
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- Strategic Marketing, Digital Marketing, Marketing Digital, Sustainability

This paper identifies the technological and commercial foundations of the new category of online applications commonly described as Web 2.0 or Social Media. It examines the relevance of Web 2.0 for Marketing Strategy and for Direct Marketing in particular. The issue is not a clear-cut one: while several observers saw in Web 2.0 a new stage in the evolution of the internet, others simply rejected it as a new High-Tech hype while there is still no generally accepted definition and demarcation of the term. Paradoxically, even without an accepted definition and despite lack of extensive research, the corporate world seems to embrace the Web 2.0 concept: high-profile mergers and acquisitions have already taken place or are under way while corporations are rushing to integrate various forms of social media into their marketing planning. The experience so far, based to a large degree on anecdotal evidence, is that Web 2.0 has a substantial effect on consumer behaviour and has contributed to an unprecedented customer empowerment. The consequences are far reaching, affecting not only the area of technology development but also the domains of business strategy and marketing. From the academic but also the practical point of view, attention must be placed on the demarcation and evaluation of the new technologies and trends so that the real value of Web 2.0 as a component of the modern marketing can be determined.

- by Efthymios Constantinides
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- Sex and Gender, Web 2.0, Class, Internet Marketing

This study determined the extent of the use of digital marketing in firms. It examinedthe challenges associated with the use of digital marketing and correspondding mitigating strategies. It also assess the effect of digital marketing on firms financial performance.
The study used primary data, which comprised 150 small business using digital marketing in Lagos state. A census sampling technique was used to select all the companies.
The study result showed that email marketing was the most used digital marketing tool, as (100%) respondent picked yes to this, followed by social media (96.7%), affiliate marketing (60%), content marketing and search engine optimization were (64.2%) respectively, pay per click marketing (62.5%) TV and Billboard (59.2%) and SMS and radio marketing (88.3%). The result also showed that challenges of digital marketing were lack of trained digital marketing personnel, inadequate digital marketing knowledge and poor application of digital marketing. Finally the result showed that digital marketing had a positive effect on financial performance, as 81.7% of respondents indicated that digital marketing improved their financial performance, while 18.3% showed digital marketing had no effect on their financial performance.
In conclusion, the study showed that digital marketing has a positive effect on financial performance.

- by Lukmon Fasasi
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- Media Studies, Accounting, Digital Marketing, Accounting and Finance
- by Alexandra Zaif (Popa)
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- Digital Marketing

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Digital marketing is a subset of marketing that is used to promote a brand or product using one or more electronic technologies. The goal is to influence target consumers in taking action.
The power of digital marketing is phenomenal. You can reach millions of users within hours and a couple of clicks. Now that’s true power available to anyone.
Users are no longer consuming content while sitting. They’re now doing it on the go or while multi-tasking.
Overall, we’re missing a lot of things because we are constantly staring down at our phones. We’re being distracted with notifications and even phone batteries are having a hard time keeping up with our usage.

- by Iskander Mombekov
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- Marketing, Social Media Marketing, Business Development, Business Management

Este artigo busca investigar como o jornalista relaciona-se com o marketing digital de marcas com responsabilidade social. A partir disto, propõe-se a compreender como habilidades e competências jornalísticas podem contribuir ao marketing e refletir sobre a ética e responsabilidade social neste cenário. Trata-se de uma pesquisa exploratória e bibliográfica, com análise empírica e qualitativa baseada na coleta de entrevistas individuais em profundidade semiabertas. Foram entrevistados cinco jornalistas, mas que atualmente estão no marketing digital. Percebe-se que os jornalistas trazem competências de sua formação para o marketing, mas não se veem como jornalistas neste papel. Para tentar preservar a responsabilidade social jornalística devem ser transparentes sobre sua sobre sua ligação com as marcas e preocupar-se em entregar conteúdos autênticos.

- by Rafaela Rocha and +1
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- Comunicação Social, Digital Marketing, Marketing Digital, Jornalismo Digital

The rapid growth of internet usage has promoted the usage of Digital Media (DM) in various fields of life including industries and business on the globe. The extending introduction of DM into the business by big corporates has set examples for the SMEs as well to get the benefit of this innovation. At the same time, escalating customary practice of DM in business, marketing and globalization demands that various aspects of this technology be evaluated and through a systematized study finding shreds of evidence of benefits, disadvantages, elaborations and suggestions to cope with probable deficient areas so that SMEs could gain and harvest the real fruit of DM. This review paper highlights the above-mentioned areas of Digital Media utilization in enhancing and facilitation of business, particularly, Small and Medium-sized enterprises (SMEs). The discussion and awareness could intensify performance of SMEs, possibly by boosting business, extending market base, better customer satisfac...

- by Mohammed Nuseir
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- Business, Digital Media, Digital Marketing

a presentation about "JUSTFAB" the online various-selling website

- by Nahla M . Wahba
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- Digital Marketing, Sales & Marketing, Online Sales System
- by Pierre McDonagh
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- Semiotics, New Media, Media and Cultural Studies, Photography

... of meanings between both worlds through visual properties that creates new sub-culture, which is Real life virtual sub-culture. ... [3] Hall, Stuart, 1997. ... Bahasa Rupa; Prasejarah, Newton sampai Einstein dan Relevansinya pada... more

- by Alvanov Mansoor
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- Media Studies, New Media, Media and Cultural Studies, Digital Media

Digitalni ali pogotovo internet marketing dobija sve veću pažnju u svijetu agrara prvenstveno zbog promjena na tržištu koji su navedeni u uvodu ovog rada. Poljoprivreda je globalna grana privrede koja je usljed razvoja transporta dobila i globalno tržište. Zbog toga danas na policama marketa možemo vidjeti proizvode iz svih dijelova svijeta, a nažalost, veliki broj tih namirnica se može proizvesti i u našoj državi. Razlozi za primjenu digitalnog marketinga u svijetu poljoprivrede su brojni.

- by Nedzad Seper
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- Agricultural Engineering, Agricultural Economics, Digital Marketing

La expansión de las TIC (Tecnologías de la Información y las Comunicaciones) en todos los ámbitos y niveles de nuestra sociedad se ha producido, desde hace varias décadas, a gran velocidad y es un proceso imparable pues van apareciendo nuevos elementos tecnológicos y aplicaciones que motivan a los usuarios, a las empresas e instituciones a hacer uso de ellos, descartando los anteriores –aunque convivan durante algún tiempo–, bien por su obsolescencia, o por la falta de prestaciones que los hacen inadecuados para satisfacer los mayores requerimientos actuales.

- by José M Huidobro
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- Telecommunications, Digital Marketing
- by Omair Anas
- •
- Social Movements, Anthropology, Media Studies, New Media

Remanufacturing has received increasing attention from researchers over the last decade. While many associated operational issues have been extensively studied, research into the prediction customer demand for, and the market development of, remanufactured products is still in its infancy. The majority of the existing research into remanufactured product demand is largely based on conventional statistical models that fail to capture the non-linear behaviour of customer demand and market factors in real-world business environments, in particular e-marketplaces. Therefore, this paper aims to develop a comprehensible data-mining prediction approach, in order to achieve two objectives: (1) to provide a highly accurate and robust demand prediction model of remanufactured products; and (2) to shed light on the non-linear effect of online market factors as predictors of customer demand. Based on the real-world Amazon dataset, the results suggest that predicting remanufactured product demand is a complex, non-linear problem, and that, by using advanced machine-learning techniques, our proposed approach can predict the product demand with high accuracy. In terms of practical implications, the importance of market factors is ranked according to their predictive powers of demand, while their effects on demand are analysed through their partial dependence plots. Several insights for management are revealed by a thorough comparison of the sales impact of these market factors on remanufactured and new products.

- by Truong Van Nguyen
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- Computer Science, Machine Learning, Data Mining, Multidisciplinary

Se presentan los resultados del plan de medios sociales de la Plataforma Latina de Revistas de Comunicación (PlatCom) integrada por 8 revistas académicas fundacionales y dos revistas honoríficas consorciadas. El estudio refleja la actividad desplegada en los últimos cinco años (2013-2017). El objetivo es describir la estrategia llevada a cabo en las redes sociales para difundir los artículos académicos y las actividades de PlatCom, así como cuantificar y valorar la interactividad generada y su contribución en los procesos de visibilidad científica. La singularidad de la incitativa reside en la gestión de carácter conjunto y mancomunado realizada para varias revistas de forma simultánea. Se realiza un estudio exploratorio descriptivo comparativo e interanual. El procedimiento consideró la recopilación anual de datos cuantitativos sobre las mismas variables para habilitar la comparación y facilitar la identificación de tendencias o posibles mejoras a realizar. Para ello, se utilizaron los datos extraídos mediante Google Analytics en los medios propios de PlatCom: el blog, dos redes sociales de carácter generalista (Facebook y Twitter) y dos redes sociales de ámbito académico (Academia.edu y Mendeley). En este periodo, las redes sociales y el blog fueron gestionadas a diario por una profesional especialista en Social Media. Las variables consideradas han sido: las visualizaciones o visitas, las descargas y el número de seguidores. La conclusión principal del estudio revela que las redes sociales y el blog son muy útiles a la hora de difundir los artículos académicos. Academia.edu obtiene los mejores resultados como red social para artículos académicos. Facebook y Twitter exigen un tipo de comunicación más distendida en el diseño de los mensajes. Como acción futura se sugiere incorporar Social Ads como herramienta de segmentación precisa para llegar al público objetivo que nosotros deseamos y estudiar la relación entre métricas alternativas y citación del artículo.

- by Cristina Domene Beviá
- •
- Blogs, Social Media, Facebook, Twitter

Under the auspices of exceptional development in computer and informatics technology recently, it becomes necessary for acquiescent countries to take advantage of communication and information technologies to develop their establishments which affect environments and general welfare.
From this point the importance of this research is embodied since it concentrates on explaining the idea of electronic management and its application on open systems ways (manners).
The research is divided to three themes:
The first theme discusses the definition of open systems concept and its applicative theories, characteristics and features of these systems, and its advantages to manage establishments.
The second theme discusses the definition of electronic management , the bases of setting up its equipments , developing its specializations , how to manage the basic resources and connection extent of management with central and non-central levels which consequently affects development of services generally, and explanation of characteristics of the main parts in electronic management , which are : electronic manger and electronic systems.
The third theme explains the frame work (structure) of electronic management via using ways and theories of open systems and comparing them with traditional managements. Study obstacles (barriers) facing the electronic management to ensure success of applying it. The transformation matter is represented as management and planning steps at first place. This operation is taken into consideration more than technology matter which is represented in supplying computers and communication and software network.
Certain concepts which are related to electronic management are mentioned in this theme through explaining the necessity of Arabic countries to modern electronic managements in order to advance and serve their nations through transformation process from bureaucracy manner (form) to modern democratic manner (form).

- by Arcelan S. Sadiq
- •
- E Government, Web Applications, E-learning 2.0, Cisco
- by Tom McNamara
- •
- Digital Media, Social Media, Social Media Marketing, Digital Marketing

This unpublished précis argues that, pending actualization of the Internet of Things, organizations must embrace the digital world if they are to survive and, preferably, thrive. Irrespective of the sector an organization is in, digitization enables fundamentally different ways for it to think about its clients, audiences, and partners, and to engage with them.

- by Olivier Serrat
- •
- Information Technology, Web 2.0, Knowledge Management, International Development