Buscador de Tesis y publicaciones académicas

The RISE of Digital Platforms in Global Marketing

Timo Mandler · Julian Wichmann

Abstract Digital platforms have disrupted many industries worldwide and continue transforming the global economy. Most digital platforms are designed to expand internationally shortly after their inception. However, their global expansion is neither straightforward nor automatic, as different market conditions can infl...

The level of digital marketing adoption among women entrepreneurs

R. Amala Mary , Dr. N. Sumithra Devi

This study explores the level of digital marketing adoption among women entrepreneurs, highlighting key factors that influence their engagement with digital tools and platforms. By examining barriers, motivations, and strategies, the research aims to identify trends and best practices that empower women in the digital...

Gamification in new customer acquisition of a digital marketing service provider

Kaarlehto, Katriina

Due to digitalization and globalization, the buying behavior has changed in the business-to-business context and customers are more independent, proactive and demanding than before. In the past, sellers were the main source of information. Now marketing is becoming a bigger part of b-to-b sales. Inbound marketing has c...

Real-Time Inbound Marketing: A Use Case for Digital Banking

MEGARGEL, Alan · SHANKARARAMAN, Venky · REDDY, Srinivas K.

Over the years banks have been strategically using digital technologies to help transform various aspects of their business. In recent times, this strategy has evolved into one of digital augmentation of the bank’s processes, products and channels. This allows for reaching out to customers and partners through digita...

Digital Marketing Strategy for Health Food and Beverage Products in a Pandemi Wave

Viany Utami Tjhin · Regina Eka Riantini · Jenia Nur Soelistyoningrum

A Precision Marketing Method for Digital Product Big Data Based on User Generated Content

Jing Liu · Yiwen Ruan · Jia Lin

Plan de Marketing Digital Integrado del Hotel Playa de Aguilar

Diaz de la Noval Díaz, Marta María

Diaz de la Noval Díaz, Marta María; director de proyecto: Oliver González, Ana Belén

The Role of Digital Marketing and Promotion in the Business Performance of Small and Medium Enterprises (SMEs) in Developing Countries

Eva Mahaliani · null Kurniawati · Yolanda Masnita

This study examines the role of digital marketing and promotion in the business performance of small and medium-sized enterprises (SMEs) in developing countries, particularly Indonesia. In the face of intense competition, SMEs are required to leverage digital media to sustain and grow their businesses. The objective of...

Tools of Artificial Intelligence Technology as a Framework for Transformation Digital Marketing Communication

Trgovac, Ana Mulović · Mandić, Antonija · Marković, Biljana

The article researches the transformative possibility of Artificial Intelligence (AI) technology tools in digital marketing communications. By leveraging machine learning, natural language processing, and data analytics capabilities, AI tools enable marketers to automate tasks, personalize content, optimize campaigns,...

Review of the book Digital Marketing Fundamentals: From Strategy to ROI (3rd Edition) Edited by Marjolein Visser & Mike Berry

Butković, Ivan

Authors Marjolein Visser and Mike Berry, in this year’s third edition of the book “Digital Marketing Fundamentals: From Strategy to ROI,” provide a detailed overview of contemporary digital marketing. The latest edition of the book was created by 19 co-authors, each of whom made a significant contribution to different...