Buscador de Tesis y publicaciones académicas

Análisis del marketing digital vs marketing tradicional. Un estudio de caso en empresa tecnológica

Luis Alejandro Gazca Herrera · César Augusto Mejía Gracia · Jorge Herrera Ramos

El objetivo de la investigación fue realizar un análisis sobre la implementación del marketing digital versus marketing tradicional para determinar su eficiencia. Se hizo un estudio de caso en una empresa comercializadora de tecnologías con base en la aplicación de instrumentos validados para recaudar la actitud que te...

Organization of marketing in Russian media companies: structure, tools, and effectiveness measurement practices

Taras S. Cherevko

The article analyzes the organization of marketing activities in Russian media companies under conditions of digital transformation. The study aims to determine how the marketing function is structured in contemporary Russian media, which tools are used in practice, how marketing effectiveness is evaluated, and what pr...

INTEGRATION OF MARKETING AUDIT INTO THE ENTERPRISE MANAGEMENT SYSTEM IN DIGITAL TRANSFORMATION

Olha Bodnar

The article proposes directions for improving approaches to integrating marketing audit into the enterprise management system in the context of its digitalization. The research methodology involved the use of general scientific and specific methods and approaches, which allowed obtaining a number of scientific results....

Empowerment of Mekar Jaya Farmer Group through Eco Farming and Digital Marketing for Optimization of Coconut and Corn Diversification Products: Pemberdayaan Kelompok Tani Mekar Jaya melalui Ecofarming dan Digital Marketing untuk Optimalisasi Produk Diversifikasi Kelapa dan Jagung

Febriyanti, Febriyanti · Kandowangko, Novri Youla · Dwinanto, Arif · Bakari, Iswanto · y 2 más

The Mekar Jaya Farmers Group has great potential in utilizing coconut and corn for diversification of value-added products. However, limited knowledge of environmentally friendly agricultural techniques (Ecofarming) and access to digital marketing are the main obstacles in optimizing coconut and corn diversification pr...

Marketing Innovation in the Food Industry

Progga, Bosra Marriam

Marketing innovation is an indispensable tool in the food industry for product development and sustainability, but the research is inadequate in the context of emerging countries. Therefore, this research aims to investigate the role of marketing innovation in the Bangladeshi food industry. The study applied a qualitat...

The Impact of Project Management Strategies on the Effectiveness of Digital Marketing Analytics for Start-up Growth in the United States

Rifat E Kaniz · Abdur Rahman Lindon · Md Atiqur Rahman · Md Asif Hasan · y 1 más

The U.S. startup ecosystem is a highly competitive one and for that reason project management (PM) strategies have to be dovetailed with digital marketing analytics to propel business growth. In this study, the influence of structured PM methodologies like Agile, Scrum, Waterfall and Hybrid on digital marketing analyti...

Digital Marketing for Small and Medium Enterprises (SME) in Jakarta Capital Special Region

Rutman Lumbantoruan

The DKI Jakarta government socializes and facilitates improvements in welfare through small and medium enterprises (SME) activities in Jakarta. Digital marketing breakthroughs are one effort to increase the pace of the economy for the residents of Jakarta. So, it is hoped that SME can adapt to Era Society 5.0. This sys...

Understanding digital marketing adoption by start-up companies in India: through an integrated technology acceptance model and theory of planned behaviour framework

Sarika Sharma

Análisis de las estrategias de marketing digital para el Park Güell = Analysis of digital marketing strategies for Park Güell

Fondevila i Gascón, Joan Francesc · Puiggrós, Elena · Gutiérrez-Aragón, Óscar · Galindo Reyes, Júlia

El marketing digital ha permitido mejorar la promoción turística tanto para destinos como para atracciones concretas. En plena Sociedad de la Banda Ancha y globalización, el marketing optimiza estos productos turísticos, visibilizándolos y concediéndoles un valor añadido en contenidos y publicidad para que clientes pot...

Influencia del marketing digital en el posicionamiento y ventas de las medianas empresas en Ciudad Serdán, Puebla

Pascual Cortés Rodríguez · Pamela Campos Rivera · Stacey Daniela Pérez Fuentes · María Fernanda Pérez García

En este trabajo de investigación el objetivo es mostrar la influencia que tiene el Marketing Digital para aumentar el posicionamiento de la marca y el incremento de ventas ante clientes y en el mercado con el uso de plataformas digitales en las medianas empresas dedicadas al sector comercio de la localidad de Cd. Serdá...