Buscador de Tesis y publicaciones académicas

Multichannel and Omnichannel Marketing

Monaliz Amirkhanpour

The purpose of this chapter is to investigate the role and importance of using advanced digital marketing communication channels in retail and to analyze how adaptive the marketers are towards smartphone-based mobile technologies. This will be achieved through the synthesis of the findings in digital marketing literatu...

IMPLEMENTATION OF PRODUCT PROMOTION STRATEGIES DURING THE COVID-19 PANDEMIC THROUGH DIGITAL MARKETING IN THE PURCHASE DECISION PROCESS

Riza M. Yunus

The emergence of a pandemic causes the need for changes in marketing strategies. This is because, without any changes, the effectiveness of the usual marketing strategy will be significantly reduced. This study intends to determine how promotional methods are used in the purchasing decision process using digital market...

Penerapan Digitalisasi Catatan Keuangan dan Pemasaran Pada Omah Djadjan Ponpes As-Salafiyah

Fajar Sodiq · Riskin Hidayat

MSME Omah Djadjan is one of the MSMEs in Jeruk Village, Pancur District, Rembang Regency with the production of dry and wet cakes. The problems faced by MSMEs Omah Djadjan are that they do not have good financial records either manually or digitally and online marketing only uses Instagram and WhatsApp social media. Th...

Research on the Marketing Strategies of International Bestsellers in the Digital Age: A Case Study of It Ends with Us

Yanhua Qin · Fengyi Wang

In the digital age, the rapid development of new technologies and new media has introduced fresh ideas for book marketing by publishers. It has become increasingly important for publishers to utilize new media and technology, understand the strengths and preferred content of various platforms, and develop targeted mark...

El nuevo rostro de la era digital: Implicaciones de la inteligencia artificial en el marketing

Estefanie Tamara Narea Jerez · Miguel Javier Yuqui Ketil · Sofía Irene Rivera Contreras

La integración entre la inteligencia artificial y el marketing está dando lugar a una serie de transformaciones relevantes dentro del entorno empresarial. Este trabajo tiene como finalidad realizar una revisión literaria basada en el criterio de diversos especialistas en torno al objeto de estudio: “El nuevo rostro de...

Sustainable Tourism Marketing in the Digital Age

Imelda Regina Pellokila · Damianus Sonny Lamoren · Padre Pio C. I. Fallo

This study examines a sustainable tourism marketing strategy for Kupang City, NTT, which faces low tourist arrivals despite its significant potential. Using a qualitative approach, including in-depth interviews with 10 key informants and field observations, three main challenges were identified: suboptimal use of digit...

IMPROVING MARKETING STRATEGY MANAGEMENT IN THE ACTIVITIES OF SMALL BUSINESS ENTITIES UNDER THE CONDITIONS OF THE DIGITAL ECONOMY

Shadmanov, Khayrulla

The rapid development of the digital economy has fundamentally transformed the operating environment of small business entities, creating new opportunities and challenges in the management of marketing strategies. Effective marketing strategy management has become one of the most important factors determining the compe...

Traditional vs. digital: A framework for tourism destination marketing planning process

Sonja Zlatanov · Marko Gašić · Jelena Janković-Filipović

Tourism destinations represent a central element of research in tourism, given that the majority of the tourist activities take place in them. Accordingly, this paper is aimed at highlighting the importance of adequate strategic management of tourism destinations, as well as the key role of strategic marketing manageme...

Beyond Traditional Marketing: How Blockchain and IT are Reshaping Digital Marketing in a Triple Helix Context in Iringa Municipal, Tanzania

Lusekelo Kibona

Optimizing MSME Performance through Marketing Capabilities and Digital Marketing Adoption

Dewiana Novitasari · Francisca Sestri Goestjahjanti · Untung Rahardja · Sugeng Santoso · y 3 más