Marketing and Digital Business

Abstract

Digital marketing and online business are growing considerably. As Kotler (2017) points out in his latest book Marketing 4.0, we are witnessing is a shift from traditional to digital marketing. In such context, the edition of this special issue on marketing and digital business in the International Journal of Marketing, Communication and New Media (IJMCNM) is a recognition of the utmost importance of the topic, since the fusion of traditional and digital marketing is increasingly a reality.

Hence, it is with great pleasure that we publish the Second Special Issue of the IJMCNM in the Research and Internationalization Unit of the Higher Institute of Entre Douro and Vouga (U3Is).