Přehled o publikaci

Affected significantly by the coronavirus pandemic, modern marketing is meaningfully changing its nature. The new philosophy is based on deep customer focus and the nurturing content of marketing messages. Marketing communication has become more humanized, emphasizing brand empathy. Brands recognize the criticality of infusing conversations with a human touch. The shift towards content marketing, especially education-based marketing, is welcomed by customers, and they can feel that the brands’ first concern is customer well-being and success. In line with the prevailing trends we all perceive and experience, the author approaches the examination of this chapter through the lens of interdisciplinarity, shedding light on the dynamics present in the digital marketing landscape, encompassing both tacit and explicit knowledge. Finally, considering the interdisciplinary nature of marketing, it is crucial to pay attention to the careful coinage of new words, the establishment of neologisms, and the harmonization of professional marketing terminology globally.