Buscador de Tesis y publicaciones académicas

THE ROLE OF TECHNOLOGY IN THE MODERN MARKETING ENVIRONMENT: TRENDS AND RESEARCH METHODS IN THE ERA OF DIGITAL TRANSFORMATION

Tetyana Dyachenko · Tetyana Gonchar · Valentina Artemchuk · Oleksiy Parokhnenko

Abstract. The article reveals the essence of the modern marketing environment in the modern digitization environment. The authors provide a literary opinion of the conceptual apparatus of definitions: "market", "marketing environment", "marketing environment", "macroenvironment of the market" and "marketing microenviro...

Community Resilience and Digital Marketing in informal creative industries of the Southern cities:

Chakrabarti, Debapriya

TADBIRKORLIKNI RIVOJLANTIRISHDA RAQAMLI MARKETINGDAN FOYDALANISHNING XORIJIY DAVLATLAR TAJRIBASI

Sultanova Laylo Ilyos qizi

This article studies the experience of foreign countries in using digital marketing in the development of entrepreneurship, analyzes the processes of using digital technologies by enterprises to achieve marketing goals, and analyzes the dynamics of the formation and growth of digital marketing skills among entrepreneur...

Digital marketing as an object of intellectual property

Vydrya, E. S. · Pererva, P. G.

It has been proven that the key factor of digital marketing is to work as closely as possible with the audience, which is currently setting trends in digital marketing. Since this field is quite dynamic, new trends appear as quickly as they lose their relevance, so in order to effectively contact the audience, brands h...

The effects of innovative management, digital marketing, service quality and supply chain management on performance in cultural tourism business

Chayanan Kerdpitak

This article analyses how innovative management methods including collaborative networks, digital marketing, service quality, and supply chain management can bring increased potential performance for cultural tourism in the northeast of Thailand. To reveal the preconditions and factors like innovative management, servi...

Towards a Fairer Digital Marketing Model

Leo Ardon · Dario Morelli · Francesco Villani · David Wheatley

Surfing on the internet boom, the digital marketing industry has seen an exponential growth in the recent years and is often at the origin of the financial success of the biggest tech firms. In this paper we study the current landscape of this industry and comment on the monopoly that Google has managed to gain over th...

Leveraging Digital Marketing and Integrated Marketing Communications for Brand Building in Emerging Markets

Amrita Chakraborty · Varsha Jain

MELIHAT MASA DEPAN DIGITAL MARKETING INDONESIA DARI PERSPEKTIF DATA

SONY PUJI LAKSONO

kini berdiri di persimpangan transformasi digital yang paling signifikan dalam sejarahnya. Dengan nilai ekonomi digital mencapai USD 90 miliar pada 2024 dan proyeksi menembus USD 200–360 miliar pada 2030 (Kemenkomdigi, 2024; Google-Temasek-Bain, 2024), lanskap digital marketing Indonesia tengah mengalami pergeseran par...

Digitaalisen markkinointiviestinnän kehittämissuunnitelma Tanssikeskus Citydancelle

Kaihua, Jenni

Digitaalinen markkinointiviestintä on nykypäivänä yrityksen toiminnan kannalta elintärkeää. Asiakashankinta ja asiakassuhteiden ylläpito tapahtuu yhä enenevissä määrin sähköisissä kanavissa. Opinnäytetyön tarkoituksena oli luoda käytännönläheinen internetmarkkinointiviestintäsuunnitelma toimeksiantajalle. Tavoitteena o...

Digital Payment Systems and Their Transformative Role in Modern Marketing Strategies

Y. Anjel Raj

The rapid development of electronic payment systems has reshaped financial transactions and redrawn the boundaries of modern marketing strategies. This chapter explains how digital payment platforms such as mobile wallets, UPI interfaces, QR codes, and contactless payment solutions are revolutionising consumer behaviou...