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With the advent of the digital age, the marketing behaviour has considerably changed with the fast proliferation of social media networks and evolving consumer behaviour. Influencer marketing has become one of the most efficient digital marketing tools that allow the brands to reach the consumers more personally and re...
Damnjanović, Vesna · Lončarić, Dina · Dlačić, Jasmina
Purpose – The main aim of this case study is to explain the digital marketing strategy for different target segments of Accor Hotels, the most diversified hotel player. Design – We present a business case study about Accor Hotels, together with teaching notes that teachers will be able to use in the classroom. Methodol...
social sciencesStrategyCustomer journeyDigitalization
Krajnović, Aleksandra · Perković, Antonija · Rajko, Mladen
Marketing in public cultural institutions can be defined as a tool for achieving an organizational and creative concept that seeks to build relationships with the audience. This paper will define how public cultural institutions manage their marketing departments, with particular emphasis on the importance of using dig...
Bayu Eka Wicaksana · Idha Farida · Diarsi Eka Yani · Anak Agung Made Sastrawan · y 2 más
One of the most popular ornamental fish commodities is discus fish (Symphysodon discus). Discus fish are popular amongst others because of their wide varieties, unique colors, and income opportunities. The development of information and technology, especially the internet, has become a new opportunity in increasing the...
agriculture, forestry, and fisheriesagricultural and veterinary sciences
The rapid evolution of digital marketing landscapes necessitates a strategic reevaluation within the pharmaceutical beauty sector, emphasizing the critical role of Key Performance Indicators (KPIs) in enhancing marketing effectiveness and driving business success. This research investigates the impact of KPI-driven str...
Pharmaceutical BeautyConsumer Engagementeconomics and businesssocial sciences
In today's digital era, the Internet plays an indispensable role in daily life, significantly influencing how consumers interact with brands. The rise of online marketing—encompassing tools like email, web marketing, and social media marketing—has revolutionized traditional advertising by enabling dynamic, two-way comm...
In the digital marketing environment, personalization has become one of the key factors in creating competitive advantages for companies. Modern consumers increasingly expect marketing messages tailored to their individual needs, preferences, and behavior. This article examines the concept of personalization in digital...
Marketing campaigns in the digital age have moved from basic mass communications to highly targeted, individualized, and engaging strategies. The use of Artificial Intelligence (AI) technologies into digital marketing techniques has made this change feasible. This study explores the impact of artificial intelligence (A...
Imannudin Akbar · Reni Nursyanti · Muhammad Wahyu Ramadhani · Dani Setiawan
Over time, companies have begun transitioning their marketing systems from conventional methods to modern approaches by leveraging the internet. This shift is further supported by the ease of accessing social media, conducting transactions, and communicating online, all of which make internet-based marketing increasing...
This research aims to analyze the impact of digital marketing, digital accounting, and competitive strategies on enhancing the market performance of micro, small, and medium enterprises (MSMEs) in the digital era. Given the significant challenges and opportunities faced by MSMEs, this study explores how digital marketi...
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