How Sustainable Marketing Strategies Apply Digital Economy Innovations in Cyber Marketing and Digital Communications for Colleges

Autor:	Eugene J. M. Lewis, Karen D. Bovell, Maurice Dawson, Darrell Norman Burrell, Aikyna Finch
Rok vydání:	2021
Předmět:	Green marketing Promotion (rank) Content analysis media_common.quotation_subject Carbon footprint Social media Digital economy Business Marketing media_common
Zdroj:	International Journal of Innovation in the Digital Economy. 12:32-47
ISSN:	1947-8313 1947-8305
DOI:	10.4018/ijide.2021040103
Popis:	Cyber marketing, digital communications, and social media practices for branding and marketing purposes have allowed colleges and universities to engage in sustainable/green marketing. For colleges, this means reducing advertising, marketing, and promotions costs in conjunction with lessening previous environmental impacts of printing, paper waste, mailing brochures, and college recruiter travel and transportation. Digital economy innovations in cyber marketing create channels for advertising and promotion without the carbon footprint issues of previous recruiting approaches. This paper uses a content analysis of the literature to explore how sustainable marketing approaches apply digital economy innovations in cyber marketing and digital communications for student global student marketing and recruiting. The goal is to gain actionable and applied knowledge about how sustainable marketing strategies apply digital economy innovations in cyber marketing and digital communication can influence the world of practice.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::c830803be18175a15a2fbe7e827018c7 https://doi.org/10.4018/ijide.2021040103 Zobrazit plný text záznamu