Buscador de Tesis y publicaciones académicas

Innovative marketing solutions in the system of ensuring the competitiveness of food industry enterprises

H.M. Tarasiuk · V.S. Ishchenko

The article examines the essence of innovative marketing solutions as a strategic tool for ensuring the competitiveness of food industry enterprises in the context of digital economic transformation, increasing competition, wartime risks, and changing consumer behavior. It is substantiated that modern food industry ent...

Exploring the Impact of Artificial Intelligence on Customer Experience Personalization and Marketing Strategy Optimization in Digital Marketing: An Empirical Analysis.

Daniel Owusu-Mensah · Philip Adu Sarfo · Gideon Appiah Kusi

This study explores the transformative role of Artificial Intelligence (AI) in enhancing customer experience personalization (CEP) and optimizing marketing strategies (MSO) within digital marketing environments. Grounded in the Technology Acceptance Model (TAM), the research incorporates ethical and privacy concerns (E...

The Impact of Short-Video Marketing on Consumer Preferences for Beauty Products

Ruiyang Li

In recent years, social media has changed consumer behavior and digital marketing in many ways, especially in the beauty industry. Short-video platforms such as TikTok, Instagram Reels, and Douyin have become important spaces for product promotion and consumer engagement. This paper looks at how short-video marketing i...

Redesign of Packaging and Marketing as An Attraction of “Dumbek” In Improving the Economy of Community Enterprises in Kesamben Village, Plumpang District, Tuban Regency

Putra Perdana · null M. Taufiq · Riko Setya Wijaya · Lailita Sukma V Iguna · y 1 más

Redesigning product packaging and marketing is an important part of the business process of producing products, especially food and beverages. Packaging and marketing are also related to achieving planned sales targets. Good packaging can attract potential buyers to decide whether to buy or not. The concept and applica...

A Bibliometric Analysis of Marketing 4.0 Literature

Suman Kamal Parajuli

Marketing 4.0 reflects a shift in marketing practices driven by digital technologies. Understanding the academic contributions to this field through bibliometric analysis helps track its evolution and highlights key areas such as AI, big data, and consumer behavior. A systematic literature review was conducted, analyzi...

A Comparative Analysis of Traditional and Modern Marketing Strategies on Consumer Purchase Decisions in the Indian Skin Care Industry

Pushkar Som

The skincare industry in India has witnessed rapid growth driven by increased consumer awareness of skin health and aesthetics. This study investigates the comparative impact of traditional and modern marketing strategies on consumer purchase decisions within this industry. Traditional methods, such as television and p...

Desafios na implementação de estratégias de marketing digital por pequenas e médias empresas: um olhar sobre a TOP UP LDA

Gopalgy, Fáyad Cassamo

Esta pesquisa tem como objetivo analisar os desafios enfrentados pelas pequenas e médias empresas (PMEs) na implementação de estratégias de marketing digital, com foco na Top Up Lda. A motivação para este estudo surgiu a partir da observação da queda da visibilidade da marca Top Up Lda no mercado, especialmente após a...

Adoption of Marketing Strategies in Online Tutoring: A Systematic Literature Review

Clapano, Mary Grace P

Aims: This study aims to investigate the adoption of service marketing strategies in online tutoring. Study Design: The study employs a systematic review methodology to synthesize global research on the adoption of marketing approaches in freelance online education. Place and Duration of Study: The review encompasses s...

IMPLICATIONS OF MARKETING DIGITALIZATION ON THE EFFECTIVENESS AND EFFICIENCY OF MARKETING COSTS IN PAMEKASAN MSMES

Fadali Rahman · Syindina Anansyah Fitriani · Siti Aisyah Legenda · Nur Alvian Firmansyah · y 1 más

Based on the background of the problem, it can be seen that the objectives of this study are: 1) To determine the implications of the implementation of digital marketing on the effectiveness and efficiency of marketing costs for MSMEs in Pamekasan Regency; 2). To determine the challenges faced by MSMEs in carrying out...

Marketing Strategies and the Digital Competitive Advantage of Small and Medium Enterprises

Autoría no especificada