Buscador de Tesis y publicaciones académicas

TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING

Bormane, Santa

Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment...

Effectiveness and Efficiency of Digital Marketing Strategies in the Process of Conversion Rate Optimisation in E-Commerce

Nektarios Makrydakis · Dimitris Spiliotopoulos · Afroditi Lymperi

Conversion Rate Optimisation (CRO) has emerged as a central strategic priority in e-commerce management, yet its positioning within the broader interactive marketing paradigm remains theoretically underdeveloped. Interactive marketing, defined as a multi-directional value creation process through active customer connec...

Digital competence of a bachelor of marketing: essence of the concept and structural components

Yelyzaveta Sydoruk

The study highlights the formation and development of digital competence of bachelors of marketing as an important area of research due to the current realities of the digital society and the need for their continuous professional growth, taking into account the current requirements of the labor market. It has been est...

Digital Marketing and Sales Performance Perceptions among Rural MSMEs: A Study in Sawang District, North Aceh

Nanda Ameliany · Sufi Sufi · Lisa Iryani · Yuli Santri Isma · y 1 más

In an increasingly digital economy, many micro, small, and medium enterprises (MSMEs) face challenges in adapting their marketing strategies to remain visible and competitive, particularly in rural or underserved regions. This study investigates how MSMEs in Sawang District, North Aceh Regency, experience and perceive...

THE PERSPECTIVE OF DIGITAL MARKETING OF THE SPORT MEGA EVENTS IN THE 21st CENTURY

Miloš Trkulja · Milijanka Ratković · Andrijana Kos Karavan

Owing to the technological innovations that are dominating the global market of today, and seen through the prism of digital transformation megatrends, sports mega-events have rapidly (beginning of the 21st century) developed and integrated a formidable digital infrastructure that is becoming the foundation of their or...

Examining the Impact of Sustainable Branding on Consumer Behaviour through Digital Platforms

Susmita Datta · Dr. Manali Bhattacharya

In this digital era, digital marketing and information systems can prove to be a vital tool in driving sustainable behaviour among consumers. This research paper aims to explore how sustainable branding in the digital era is very important in shaping and influencing consumers. With an ample number of brands growing and...

Penguatan Literasi Digital Marketing bagi Pelaku UMKM Desa Klambir Lima Kebun Kecamatan Hamparan Perak

null Hidayati Purnama Lubis · null Rahayu Mayang Sari · null Riska Franita

This community service activity aims to improve the capacity and strengthen the digital literacy of Micro, Small, and Medium Enterprises (MSMEs) in Klambir Lima Kebun Village, Hamparan Perak District, in utilizing digital technology as a means of marketing their products. The main problems faced by MSME players in this...

Quick Diversification: Deciding the Scaling Strategies of a Digital News Startup Using Marketing Science: An Abstract

Joey Chung · Antonio Hyder · Carlos Perez-Vidal

DIGITAL MARKETING, THE GAME CHANGER - A CONCEPTUAL FRAMEWORK

Dr. Poornima Y

“Times have changed drastically and quickly. The world we live in today is truly a Digital World and newer generations have different values, views, beliefs, preferences and attitudes that is shaping the way business and marketing should now be conducted” – Tony Corsini. Game changers are people who bring great ideas i...

Nonprofit Marketing and Branding

Jane Hudson

This chapter explores the role of marketing and branding in the nonprofit sector by reviewing the extant academic literature and research. In particular, the challenges surrounding defining the nonprofit marketing concept, the growth in nonprofit marketing practice, the use of branding, and the impact of digital techno...