Have a personal or library account? Click to login

The Role of Technology in Building a Competitive Advantage – Programmatic Buying and Its Impact on the Competitiveness of an Organization

Open Access
|Jan 2021

References

  1. Allen, R. (2016, May 21). What is Programmatic Marketing? [Web log message]. Retrieved from: http://www.smartinsights.com/internet-advertising/internet-advertising-targeting/what-is-programmatic-marketing.
  2. Ansoff, H.I. (1985). Zarządzanie strategiczne. Warszawa: PWE.
  3. Bishop, B. (2001). Marketing globalny ery cyfrowej. Warszawa: PWE.
  4. Blalock, H.M. (1975). Statystyka dla socjologów. Warszawa: PWN.
  5. Bollen, K.A. (1989). Structural Equations with Latent Variables. New York, NY: John Wiley and Sons.10.1002/9781118619179
  6. Brownlee, J. (2013, November 17). What is Machine Learning – A Tour of Authoritative Definitions and a Handy, One-Liner You Can Use [Web log message]. Retrieved from: http://machinelearningmastery.com/what-is-machine-learning.
  7. Brynjolfsson, E., McAfee, A. (2015). Drugi wiek maszyny – praca, postęp i dobrobyt czasach genialnych technologii. Warszawa: MT Biznes.
  8. Colvile, R. (2017). The Great Acceleration: How the World is Getting Faster, Faster. London: Bloomsbury Publishing Plc.
  9. Doyle, P., Stern, Ph. (2006). Marketing Management and Strategy. London: Prentice Hall.
  10. Gilman, D. (2017). Outsmarting VUCA – Achieving Success in a Volatile, Uncertain, Complex, & Ambiguous World. Charlesten: Advantage Media Group.
  11. Ismail, S., Malone, M.S., Van Geest, Y., Diamandis, P.H. (2014). Exponential Organizations. New York, NY: Diversion Publishing.
  12. Feser, C. (2011). Serial Innovators: Firms That Change the World. London: Wiley.10.1002/9781119203049
  13. Kelly, K. (2017). The Inevitable: Understanding the 12 Technological Forces That Will Shape Our Future. London: Punguin Books.
  14. Kozielski, R. (2017). Wskaźniki marketingowe. Warszawa: Wydawnictwo Nieoczywiste.
  15. Kozielski, R., Mardosz, A., Matuszewska, A. (2017). Sukces rynkowy organizacji. Warszawa: Wydawnictwo Nieoczywiste.
  16. Koźmiński, A.K., Piotrowski, W. (1998). Zarządzanie – teoria i praktyka. Warszawa: Wydawnictwo Naukowe PWN.
  17. Marr, B. (2017, June 15). 3 Massive Big Data Problems Everyone Should Know About [Web log message]. Retrieved from: https://www.forbes.com/sites/bernardmarr/2017/06/15/3-massive-big-data-problems-everyone-should-know-about/#338d24966186.
  18. Mazurek, G. (2012). Znaczenie wirtualizacji marketingu w sieciowym kreowaniu wartości. Warszawa: Poltext.
  19. O’Kane, C. (2012, February 8). Moving on from Retargeting: Why Prospecting in Display ss Good for the Industry [Web log message]. Retrieved from: https://www.exchangewire.com/blog/2012/02/08/moving-on-from-retargeting-why-prospecting-in-display-is-good-for-the-industry.
  20. Płoszajski, P. (ed.) (2005). Przerażony kameleon – eseje o przyszłości zarządzania. Warszawa: Fundacja Rozwoju Edukacji menedżerskiej SGH.
  21. Sarna, N. (2019). Model Programmatic Buying a skuteczność i efektywność reklamy inter-netowej. Przegląd Nauk Ekonomicznych, 32, 55–66.
  22. Schwab, K. (2016). The Fourth Industrial Revolution. London: Penguin.
  23. Stoner, A.F., Freeman, R.E., Gilbert, D.R. (2001). Kierowanie. Warszawa: PWE.
  24. Webster, F.E. (2002). Marketing Management in Changing Times. Marketing Management, 11 (1), 18–23.10.1007/978-3-322-86757-5_1
  25. Winer, R.S., Dhar, R. (2011). Marketing Management. New York, NY: Pearson.
DOI: https://doi.org/10.2478/foli-2020-0045 | Journal eISSN: 1898-0198 | Journal ISSN: 1730-4237
Language: English
Page range: 216 - 229
Submitted on: Jan 13, 2020
Accepted on: Mar 22, 2020
Published on: Jan 29, 2021
Published by: University of Szczecin
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year

© 2021 Robert Kozielski, Nikodem Sarna, published by University of Szczecin
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.