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РОЗВИТОК ЦИФРОВОГО МАРКЕТИНГУ БАНКІВСЬКИХ УСТАНОВ

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The article draws attention to the issues of development of the system of digital banking services in Ukraine, in particular in terms of marketing and direct promotion of digital services of banking institutions. Therefore, the purpose of the study is to improve the methodological and applied principles and provisions...

Imagining responsible marketing in the digital economy

Mike Molesworth · Iris Hong-Bich Truong · Georgiana Grigore

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 Catalogs and Digital Marketing Strategies for Product Promotion in the Popular and Solidarity Economy: A Community Engagement Experience

Carlos Borja-Galeas · Hugo Arias-Flores · Ivanna Sanchez · Andrés Palacio-Fierro · y 1 más

A influência do marketing digital no comportamento de compra: análise comparativa entre Zara e Mango

Mesquita, Maria Inês Magalhães

Este projeto foi desenvolvido no âmbito da unidade curricular projeto de graduação, no 3ºano da licenciatura em ciências da comunicação, analisa comparativamente duas empresas do setor da moda: Zara e Mango. A investigação parte de uma abordagem teórica sobre os conceitos e a evolução do marketing desde do tradicional...

E-Mail-Marketing – Diese Nachricht ist nur für dich

Carolin Durst · Andi Honka

USING INFORMATION TECHNOLOGY TO OPTIMIZE A COMPANY’S MARKETING STRATEGIES

Valery V. Kosulin · Muslim L. Tamaev · Markha S.-M. Musaeva

The article examines the role of information technologies in optimizing the marketing strategies of modern companies, analyzes the theoretical foundations of digital marketing, and reveals the practical possibilities of using them to analyze consumer behavior, personalize communications, and create a value proposition....

Marketing Ethics

Tansu Işıkay

The digital transformation caused significant changes in marketing activities. It has become effortless to collect, process, use, and transmit personal information of consumers. However, marketers' obtaining consumers' personal data in such an easy way has raised privacy ethics. This study examines privacy ethics, whic...

MARKETING COORDINATION OF INNOVATIVE PROCESSES IN THE CONTEXT OF DIGITALIZATION

Olha Priadko · Hanna Chmil · Kateryna Olinichenko

Digitalization is a change of the business form in the context of digital reality, taking data into account. The authors considered the main definitions of the digital economy as a concept. Digitalization is one of the key directions in the marketing strategy of business development. This procedure finds its applicatio...

A EVOLUÇÃO DO MARKETING 1.0 AO MARKETING 7.0: TRANSFORMAÇÕES TECNOLÓGICAS, COMPORTAMENTAIS E ESTRATÉGICAS NA ERA DA INTELIGÊNCIA ARTIFICIAL

Alessandro Manoel Moreira, MOREIRA, A. M. · Denise Cristina Dallaqua Moreira, MOREIRA, D. D.

RESUMO A evolução do marketing expressa mudanças profundas na relação entre organizações, consumidores, tecnologias e sociedade. Do Marketing 1.0, centrado no produto e na produção em massa, ao Marketing 7.0, associado à inteligência artificial generativa, hiperpersonalização e ecossistemas digitais preditivos, observa...