Digital marketing in the new era of regulation

This book is your practical guide to the complex world of digital marketing and communications. It will help you quickly find your way around the online environment, understand the principles, that tech giants like Meta (Facebook, Instagram), Google, Apple, Amazon, TikTok or Microsoft, and teach you how to apply that knowledge to your business. You will learn, why the European Union is introducing strict rules for "digital giants" through new legislation, the Digital Markets Act (DMA) and the Digital Services Act (DSA), and above all, what it means for you - for businesses, Marketers, agencies, influencers, political players and academics. You will get clear answers to the questions: What opportunities do the new regulations bring? How not to get lost in them and turn changes into your own competitive advantage? The authors from the Department of Marketing Communication and Public Relations at the Faculty of Social Sciences of Charles University link theoretical basics with practical tips and show how to stay ahead in the newly set digital world.