Zdraveski, Dejan and Gjorgjioska, Emilija and Gligorovski, Violeta and Obednikovska, Snezana (2026) MARKETING BEYOND THE WEBSITE: WEB EVOLUTION, DOMAINS AND AI. LAP Lambert Academic Publishing. ISBN 978-620-9-85602-0
Full text not available from this repository.Abstract
Technological advances emerging in today’s digital era are continuously reshaping human behavior, business processes, and communication ecosystems. The contemporary environment is characterized by highly interconnected digital ecosystems, the rapid advancement of artificial intelligence, and the growing reliance on data-driven decision processes, all of which are transforming how organizations generate value and engage with consumers. In contrast, marketing can no longer be treated solely through traditional frameworks focused on physical markets and one-way communication channels. Instead, it has evolved into a multidimensional discipline embedded in digital environments, cloud platforms, and the latest AI (artificial intelligence) technologies.
This book will first focus on the digital age as the foundation of modern human existence, highlighting how technological innovations have transformed social interaction, economic activity, and organizational structures. Digital technologies have introduced both opportunities and challenges, enabling unprecedented connectivity, efficiency, and personalization, while simultaneously raising concerns about privacy, security, and social well-being. Understanding these dual effects is essential for understanding the environment in which modern marketing operates.
It will further analyze the digitalization of marketing as a systemic transformation, rather than a simple technological upgrade. It will also discuss how data analytics, artificial intelligence, automation are redefining marketing strategies, customer relationships, and organizational processes. Particular emphasis is placed on the characteristics of web marketing, strategic frameworks, and the growing importance of consumer empowerment and co-creation in digital ecosystems. The book also highlights the strategic role of domains, online presence, and evolving web technologies as essential components of brand positioning and competitive advantage in the digital marketplace.
Ultimately, this book aims to provide a comprehensive understanding of marketing beyond traditional websites by integrating perspectives on the evolution of the web, digital transformation, and artificial intelligence. It offers theoretical insights and practical implications for scholars, practitioners, and organizations seeking to navigate the rapidly changing digital landscape, emphasizing that the future of marketing depends on the effective alignment of technological innovation, human behavior, and strategic vision.
| Item Type: | Book |
|---|---|
| Subjects: | Scientific Fields (Frascati) > Social Sciences > Economics and Business Scientific Fields (Frascati) > Social Sciences > Law |
| Divisions: | Faculty of Economics |
| Depositing User: | Mr Dimitar Risteski |
| Date Deposited: | 04 May 2026 06:02 |
| Last Modified: | 04 May 2026 06:02 |
| URI: | https://eprints.uklo.edu.mk/id/eprint/11532 |
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