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Journal articles on the topic 'International digital marketing strategy. Internet marketing'

Author: Grafiati

Published: 4 June 2025

Last updated: 1 August 2025

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1

Katsikeas, Constantine, Leonidas Leonidou, and Athina Zeriti. "Revisiting international marketing strategy in a digital era." International Marketing Review 37, no. 3 (2019): 405–24. http://dx.doi.org/10.1108/imr-02-2019-0080.

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Purpose The purpose of this paper is to explore the opportunities and challenges facing firms in this new digital era concerning their international marketing strategy and examine how international marketing practices can be revisited in the light of these developments. Consideration is given to a range of relevant issues involved in the design and deployment of effective international marketing strategies using internet-enabled technologies. Such factors relate to internal company requirements, the external environmental situation, foreign market selection and entry, international marketing m

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Umami, Zakiya, and Gede Sri Darma. "DIGITAL MARKETING: ENGAGING CONSUMERS WITH SMART DIGITAL MARKETING CONTENT." Jurnal Manajemen dan Kewirausahaan 23, no. 2 (2021): 94–103. http://dx.doi.org/10.9744/jmk.23.2.94-103.

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The accelerated development of digital technology is currently affected by several factors such as the use of internet technology, the development of smartphones, the emergence of various social media, the development of e-commerce and the large number of people who actively use the internet. This study aimed to find a suitable marketing strategy for promoting food products by observing the development of digital marketing, especially today’s social media marketing. Bali was well known as one of the destinations visited by local and International tourists. One restaurant located in Kuta calle

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Agusta, Muhammad Adrian, and Yusnidar Yusnidar. "Revisiting the Future of International Marketing Strategy in the Digital Age." Journal of Applied Business and Technology 5, no. 3 (2024): 164–92. https://doi.org/10.35145/jabt.v5i3.185.

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This paper explores the opportunities and challenges of the digital era in international marketing strategy. Focus on designing and implementing internet-based strategies, including internal company factors, external environment, market selection, mix marketing, and strategic control. Conceptual study This compiles and analyzes factors that influence marketing international use of digital technology. Digital technology influences decisions on foreign market selection, implementation, and control of marketing strategies. This allows the company to design effective marketing programs, support t

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N., Meshko, and Nikolaev M. "The conceptualization of the international digital marketing strategy." EUROPEAN PRACTICE OF SCIENTIFIC RESEARCH 2, no. 2 (2017): 32–36. https://doi.org/10.5281/zenodo.2549810.

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<em>In this</em> <em>article authors examine the concept of the international digital marketing strategy and propose</em> <em>the refined definition of marketing strategy, as well as develop the definition of the international digital marketing strategy. The relevance of the work lies in the fact that in world, over time, information technologies of different levels are used more actively in all spheres of the socio-economic space and in order to be competitive companies need to understand the base concept of the international digital marketing strategy. In-depth analysis of classification of

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Tural Akbarzade, Tural Akbarzade. "INTERNATIONAL ASPECTS OF THE DEVELOPMENT OF THE DIGITAL ECONOMY AND DIGITAL MARKETING." PAHTEI-Procedings of Azerbaijan High Technical Educational Institutions 48, no. 08-02 (2024): 129–39. http://dx.doi.org/10.36962/pahtei4308022024-14.

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The purpose of the article is to determine the international aspects of the digital economy in the context of digitalization of the national economy. The article describes the importance, principles, main components, challenges, opportunities, etc. of the digital economy. the international aspects of the digital economy were widely investigated, the measures implemented in the field of the digital economy in Azerbaijan and the achieved achievements were noted, the results and suggestions were given. The article also discusses the topic of digital marketing and its importance for successful onl

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Rachmawati, Maulidina Atikah, and Subhan Afifi. "The integrated marketing communication in digital environment: a case study of local radio in Yogyakarta." Indonesian Journal of Communication Studies 14, no. 2 (2022): 105. http://dx.doi.org/10.31315/ijcs.v14i2.5470.

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The internet and the digitization of media have expanded the ability of mass media to reach the public. Radio is one type of mass media that has developed by utilizing digital technology in the internet era. The development of new technology has expanded radio's ability to reach audiences. The utilization of various innovations through the internet has increased the role of interactive social communication of a radio station. Digitalization has made radio survive during intense competition from multiple types of media in the era of disruption. It is interesting to see how the radio station's i

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Nicko Gana Saputra, Reza Imani Syawal, Ni Made Dwiyana Rasuma Putri, and Fahira. "Marketing Strategy Via Instagram at Hotel Holiday Inn Express Jakarta International Expo." International Journal of Travel, Hospitality and Events 4, no. 1 (2025): 64–73. https://doi.org/10.56743/ijothe.v4i1.466.

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Purpose: This study aims to analyze the room marketing strategy of Holiday Inn Express Jakarta International Expo Hotel using social media. Method: The research employs a qualitative approach, utilizing primary and secondary data. Data collection methods include literature reviews, interviews, and field observations. Descriptive qualitative analysis was used to interpret the findings. Result and Discussion: Observations of the hotel’s Instagram account demonstrate the effectiveness of social media as a marketing tool. Instagram’s billion active users provide extensive promotional opportunities

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Taranenko, Iryna V., Tetiana S. Mishustina, and Svitlana S. Yaremenko. "STRATEGIC INNOVATIVE ORIENTATIONS OF MARKETING COMMUNICATION ACTIVITY OF ENTERPRISES OF EU AND UKRAINE COUNTRIES." Vital cycle of the organizational culture of the trading enterprises 1, no. 14 (2021): 92–106. http://dx.doi.org/10.32342/2616-3853-2021-1-14-9.

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Modern international approaches to the interpretation of the “marketing innovations” concept, which is periodically reviewed by the international expert community in accordance with changes in the business environment in modern conditions, are studied. A comparison of the approaches, set out in the 3rd and 4th Oslo Manual editions (a joint publication of the OECD and Eurostat) made it possible to identify and analyze some differences. On the one hand, the Oslo Manual 3rd edition distinguishes four types of innovation: product, process, marketing and organizational. On the other hand, the Oslo

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Malchyk, Mariana, Olena Popko, Oksana Martyniuk, Ilona Adasiuk, and Iryna Oplachko. "Brand Promotion Strategy in the Internet Services Market." Scientific Horizons 24, no. 7 (2021): 100–108. http://dx.doi.org/10.48077/scihor.24(7).2021.100-108.

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Digital technologies have become an integral part of modern life, the Internet services market is rapidly developing all over the world, which requires business companies to enter cyberspace. Staying on the Internet has long been an obligatory part of the business not only for large multinational companies but also for small regional and local business structures. It is not just the presence of a website or a group in social networks that is important, a brand communication strategy is necessary. The relevance of the studied subject is due to the need to increase the competitiveness of Ukraini

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SENIHJI, Khadija, and Salma IHOULINE. "L'inbound Marketing Au Cœur De La Strategie Digitale De L'entreprise." International Journal Of Applied Management And Economics Vol 02, N°06 (2024): 001–20. https://doi.org/10.5281/zenodo.10551488.

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<strong>Résumé: </strong> L’inbound Marketing a vu le jour avec l’apparition du digital. Cette technique constitue le fruit de la transformation digitale qui a touché désormais toute la démarche marketing. Appelé aussi « stratégie pull », l’inbound est distingué de l’outbound par une logique non intrusive visant à créer de la valeur et assurer une meilleure personnalisation du contenu. En dépit de la transformation digital ayant bouleversé la discipline marketing, au Maroc, o

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Noerlina, Noerlina, and Tirta Nugraha Mursitama. "The Role of Digital Marketing in Engaging SMEs and Education Institution in Emerging Economy." WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS 19 (February 18, 2022): 660–65. http://dx.doi.org/10.37394/23207.2022.19.58.

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In marketing strategy, companies professionally must understand online social marketing campaigns and understand how to implement them effectively. The consideration of using digital marketing in the company is related to cost efficiency and has a major influence on improving the company's business performance. This study shows how digital marketing is needed in almost of institution in developing countries, including in education and SMEs, how it impacts the performance of institutions, and what strategies need to be applied to achieve the targets of higher education institutions. Digital mar

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Lee, Chris, and Yugih Setyanto. "Strategi Digital Public Relations PT. Toffee International dalam Membangun Brand Awareness melalui Event SEOCON." Kiwari 3, no. 3 (2024): 404–12. http://dx.doi.org/10.24912/ki.v3i3.31963.

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Rapid technological advances require humans to be able to adapt. This can be seen from the emergence of the internet which has influenced human activities, including in the field of work. One of the activities affected by the emergence of the internet is public relations activities. Therefore, it is very important to carry out research or in-depth studies to see the impact of adopting digital technology in the world of public relations, looking further at what public relations authorities are preparing today both in organizations and in commercial businesses. This research was conducted to see

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Richmond, William, Scott Rader, and Clinton Lanier. "The “digital divide” for rural small businesses." Journal of Research in Marketing and Entrepreneurship 19, no. 2 (2017): 94–104. http://dx.doi.org/10.1108/jrme-02-2017-0006.

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Purpose This research aims to contribute to the marketing and entrepreneurship literature by showing that there is a new, different digital divide for rural small businesses based not on access to the internet but on its use for digital marketing. Design/methodology/approach This research uses data from the state of North Carolina, examining 1,000 businesses across both rural and non-rural geographies in terms of their deployment of Web and social media marketing technologies. Further, within the rural category, analysis proceeded to ascertain potential differences between “western” (mountaino

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Dimitrijević, Dragan, Natalija Dimitrijević, and Živoslav Adamović. "Digital marketing from the perspective of the producer/seller in the SMEs of textile and clothing industry." Tekstilna industrija 71, no. 3 (2023): 52–62. http://dx.doi.org/10.5937/tekstind2303052d.

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The main component of generating high-quality, efficient and successful strategic marketing is, first of all, the definition of marketing strategies in accordance with business goals, that is, in accordance with the company's business strategy. Marketing strategy generation is the process of determining goals and choosing marketing strategies at the company level, aimed at specific markets, including the process of determining vision, mission and strategic goals, but also defining strategic positioning, i.e. detailed analysis of strengths, weaknesses, opportunities and threats of business and

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Hryzhak, Volodymyr, Tetiana Borysova, and Volodymyr Dudar. "Formulation of an internet marketing strategy using AI for analyzing consumer behavior patterns in wartime conditions." Galician economic journal 91, no. 6 (2024): 156–62. https://doi.org/10.33108/galicianvisnyk_tntu2024.06.156.

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The study presents the results of research on ways to adapt online marketing strategies to changes in consumer behavior models caused by war, using artificial intelligence. An analysis of academic literature revealed a lack of research on theoretical and methodological approaches to strategic planning of marketing activities on the Internet in wartime. The purpose of this article was to explore the specifics of forming an internet marketing strategy that takes into account consumer behavior models during the war with the help of artificial intelligence. The following methods were used in the s

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Zhai, Ran. "Analyzing the Marketing Strategy of Pop Mart in Overseas Market." Advances in Economics, Management and Political Sciences 102, no. 1 (2024): 145–50. http://dx.doi.org/10.54254/2754-1169/102/2024ed0052.

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The rapid expansion of the Internet and the widespread spread of global businesses have both contributed to Pop Mart's decision to expand its operations into international markets. Using Pop Mart's current development state as a foundation, this research explores the possibilities for the company's future expansion and improved market position in international markets. This study fills a previously existing gap in scholarly research about Pop Mart's foreign marketing strategies. According to the findings of the study, Pop Mart possesses substantial potential for expansion in international mark

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Minh Sang, Nguyen. "Bibliometric insights into the evolution of digital marketing trends." Innovative Marketing 20, no. 2 (2024): 1–14. http://dx.doi.org/10.21511/im.20(2).2024.01.

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This bibliometric analysis aims to delineate the progression of research in the domain of digital marketing by examining 513 English-language articles published in Scopus during the period of 2003–2024. An examination of scholarly productivity indicates an upward trend, as evidenced by the increase in publications from one in 2003 to 115 in 2022 and citations from 79 in 2003 to 1131 in 2021, as determined by keyword, citation, and authorship analyses. A review of citation patterns reveals that publications with significant impact are primarily found in prestigious academic journals, such as In

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Chen, Lizhu. "Analysis of the Marketing Strategy of the Zara Brand in the Era of the Digital Economy." Advances in Economics, Management and Political Sciences 22, no. 1 (2023): 209–14. http://dx.doi.org/10.54254/2754-1169/22/20230312.

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With the continuous popularization of the Internet today, the digital economy has become the main force of national economic development, especially after the outbreak of the epidemic. People are more concentrated on online consumption, and international fast fashion brands with stores as the main sales mode have been hit hard. Therefore, digital transformation is of great significance to contemporary fast fashion consumer brands. This paper takes the marketing strategy of the internationally famous clothing brand Zara in the process of digital transformation as the research content. Based on

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SAEPUDIN, Saepudin, Fuad AZKA, and Muhammad Glenn YUNIFER. "Implementation Of Digital Marketing as An Effort to Increase Sales for MSMEs In the City of Bandar Lampung in The New Normal." Journal of Entrepreneurial and Business Diversity 1, no. 1 (2023): 49–54. http://dx.doi.org/10.38142/jebd.v1i1.44.

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Purpose:Since the World Health Organization (WHO implemented the Coronavirus as a global pandemic, with case data in Indonesia as of June 29, 2020, with the number of confirmed cases reaching 55,092 people, it had a major impact on various sectors, one of which is the economic sector, especially MSME businesses. This study aims to see the role of digital marketing in increasing MSME sales in Bandar Lampung City during the COVID-19 pandemic.Methodology:This study uses a qualitative method called literature study, namely the technique of collecting data and information through various literature

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SAEPUDIN, Saepudin, Fuad AZKA, and Muhammad Glenn YUNIFER. "Implementation Of Digital Marketing as An Effort to Increase Sales for MSMEs In the City of Bandar Lampung in The New Normal." Journal of Entrepreneurial and Business Diversity 1, no. 2 (2023): 52–57. https://doi.org/10.38142/jebd.v1i2.44.

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Purpose:Since the World Health Organization (WHO implemented the Coronavirus as a global pandemic, with case data in Indonesia as of June 29, 2020, with the number of confirmed cases reaching 55,092 people, it had a major impact on various sectors, one of which is the economic sector, especially MSME businesses. This study aims to see the role of digital marketing in increasing MSME sales in Bandar Lampung City during the COVID-19 pandemic.Methodology:This study uses a qualitative method called literature study, namely the technique of collecting data and information through various literature

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G., Pavani. "A Study on Marketing Strategy used by Aditya Birla Group." Journal of Research and Review in Purchasing and Supply Management 2, no. 2 (2025): 53–64. https://doi.org/10.5281/zenodo.14745398.

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<em>The worldwide corporation Aditya Birla Group works in a variety of industries, such as manufacturing, retail, financial services, communications, and fashion. Ghanshyam Das Birla founded it in the late 1800s, and it has since expanded to become one of India’s most prestigious business associations with a global presence. The organization prioritizes innovation and sustainability, utilizing programs to reduce environmental impact and advance community development. Important acquisitions like Novelis, Columbian Chemicals, Inc. and Forever 21 are part of (foreign direct investment) stra

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Karpunina, M., S. Karpunin, and A. Sarychev. "Competitive Development of Trade Enterprises in Conditions of System Integration." Economic Herald of the Donbas, no. 3 (77) (2024): 83–88. https://doi.org/10.12958/1817-3772-2024-3(77)-83-88.

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Modern approaches to defining the concepts of "competitiveness" and "competitiveness management" were studied, influencing factors and methods of forming the process of competitiveness management were considered, and an algorithm for the growth of the company's competitive advantages on the market in crisis conditions was built on their basis. The evolution of marketing and sales channels under the influence of the development of information and communication technologies is considered. The peculiarities of traditional marketing, Internet marketing, digital and post-digital marketing and their

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Zuenkova, Yulia, Irina Arakelova, and Galina Starokozheva. "Marketing Strategies and Export Risks of Russian Higher Education in Conditions of Geopolitical Instability." Regionalnaya ekonomika. Yug Rossii, no. 4 (December 2022): 20–28. http://dx.doi.org/10.15688/re.volsu.2022.4.2.

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The article describes the problem of export promotion of Russian higher education in the context of geopolitical instability. It is assumed that the reasonable use of marketing tools, the development and implementation of a marketing strategy, has a positive impact on the formation of the brand of an educational institution in the international market. The goals outlined in the study require theoretical substantiation and development of recommendations for competitiveness improvement of Russian higher education institutions. The authors analyzed the “client path” in the digital environment, th

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Steenkamp, Jan-Benedict E. M. "Global Brand Building and Management in the Digital Age." Journal of International Marketing 28, no. 1 (2020): 13–27. http://dx.doi.org/10.1177/1069031x19894946.

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The rapid spread of the internet and internet-based technologies is reshaping how companies build and manage global brands. While specific platforms and technologies change rapidly, what does not change quickly are the underlying trends. This article identifies the implications of five core underlying digital trends for global brand building and management: (1) rise of digital global sales channels, (2) cocreation of global brand strategy, (3) global transparency of brand activities, (4) global connectivity among the brand’s consumers, and (5) the Internet of Things. For each trend, the author

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Bindu, Tiwari, and Naveen Kumar Dr. "The Influence of Digitization on Marketing Mix In Special Reference to Tanishq." International Journal of Trend in Scientific Research and Development 3, no. 1 (2018): 474–79. https://doi.org/10.31142/ijtsrd18988.

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The advent of internet has made present day easy and fast from each and every aspects and dimensions. Every field is trying to come out of its best through optimal use of this invention from domestic daily goods to luxury and fashionable jewellery items too, so did marketing. No matter how unique and wonderful anything is, without communication, distribution and on time availability, it is of no worth. Digitization has channelled each component so simple and smooth. Marketing is a highly sensitive function, determining success or failure of any project in today's time. This paper tries to

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Shen, Yiyun. "Data Lion - Boosting Chinese AI Industry Go Abroad." Advances in Economics, Management and Political Sciences 188, no. 1 (2025): 60–65. https://doi.org/10.54254/2754-1169/2025.23737.

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As Chinas Internet market saturates, domestic Artificial Intelligence (AI) firms are expanding globally. However, they are facing challenges in data acquisition, compliance, and competition. This paper takes B2B (Business to Business) company Data Lion as an example and examines its branding and marketing strategies. Using PEST (political, economic, social, and technological) analysis, this paper evaluates Chinas AI data landscape and proposes a market gap-filling strategy. Additionally, the 4P (product, price, place, and promotion) framework is applied to develop targeted marketing approaches

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Krykun, V., and H. Mykytyuk. "MODERN TECHNOLOGIES FOR ANALYZING CONSUMER BEHAVIOR IN DIGITAL MARKETING." Bulletin of Taras Shevchenko National University of Kyiv. International relations, no. 1 (53) (2021): 36–41. http://dx.doi.org/10.17721/1728-2292.2021/1-53/36-41.

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The article examines current global trends in digital marketing, namely digital technologies such as hyperautomation, artificial intelligence, augmented and virtual reality, Internet of Behaviors, Big Data. Particular attention is paid to web analytics tools and the practice of their application in analyzing consumer behaviour in international business. Today, marketing is developing in the direction of technological and cognitive industries, it will develop IT solutions that allow companies to analyze large amounts of information in a short period, structure them and develop business strategi

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K, VIJAYA SEKHAR REDDY. "THE EFFECT OF DIGITAL MARKETING BUSINESS AND GROWTH OF INDIAN ECONOMY." Seybold Report Journal 18, no. 07 (2023): 2640–46. https://doi.org/10.5281/zenodo.8241067.

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<strong>Abstract</strong> The Indian economic system, that's one of the quickest developing economies within the international, is also strengthening its ties to digitization. The development of digitization and the associated development of electronic commerce have had a big impact on society's productiveness and socio-monetary situation. The strengthen of technology and the records and understanding it generates help to set the boundaries of the development of civilization and manner of lifestyles vital for the improvement of the countrywide financial system. Digitization is a global

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Chystiukhina, Anastasiia. "PECULIARITIES OF MARKETING AND BRANDING IN THE CONFECTIONERY AND CAFE INDUSTRY." American Journal of Interdisciplinary Innovations and Research 6, no. 10 (2024): 28–35. http://dx.doi.org/10.37547/tajiir/volume06issue10-04.

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The purpose of this article is to determine the essence and theoretical features of marketing and branding in the confectionery and cafe industry, as well as the challenges associated with marketing activities in these establishments. The main research methods used in the article include induction, synthesis, analysis, comparison, and generalization. The specific features of marketing activities in confectioneries and cafes have been identified. The impact of marketing efforts on service delivery in these establishments has been studied. Key problems arising from marketing activities and brand

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Julia, Marie A. Cadungog, Earl F. Dy Klint, C. Paual Matthew, and Mario Luis Jamoralin Mr. "The Impact of Mukbang on Food Interest of Hospitality Management Students at De La Salle University – Dasmariñas (DLSU-D)." International Journal of Management and Commerce Innovations 11, no. 1 (2023): 132–43. https://doi.org/10.5281/zenodo.7981446.

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<strong>Abstract:</strong>  The traditional method of marketing a product has limitations, which is the reason digital marketing has become popular. Digital marketing is a means of marketing a product through the internet, and as a result, mukbang has grown in popularity. Mukbang are recordings of individuals eating food in front of a camera. In this study, which was done among DLSU-D hotel management students, it was discovered using the survey that watching mukbang is likely to influence its viewers. The results of their daily social media use revealed that the majority of them get

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Sinkovics, Rudolf R., and Noemi Sinkovics. "The Internet and international marketing – from trigger technology to platforms and new markets." International Marketing Review 37, no. 3 (2020): 437–46. http://dx.doi.org/10.1108/imr-07-2019-0185.

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PurposeThe authors critically examine the paper by Samiee (2019, this issue) “International marketing and the Internet: A research overview and the path forward” and offer an appraisal of its merits as well as thoughts for further development of research on advanced information and communication technologies (ICTs) in international marketing.Design/methodology/approachThis paper approaches its purpose via a reflexive review of Samiee's paper and continues by offering a content analysis of a broader body of literature which includes internationally oriented papers in international business (IB)

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E Kaniz, Rifat, Abdur Rahman Lindon, Md Atiqur Rahman, Md Asif Hasan, and Amjad Hossain. "The Impact of Project Management Strategies on the Effectiveness of Digital Marketing Analytics for Start-up Growth in the United States." Inverge Journal of Social Sciences 4, no. 1 (2025): 8–24. https://doi.org/10.63544/ijss.v4i1.109.

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The U.S. startup ecosystem is a highly competitive one and for that reason project management (PM) strategies have to be dovetailed with digital marketing analytics to propel business growth. In this study, the influence of structured PM methodologies like Agile, Scrum, Waterfall and Hybrid on digital marketing analytics for startup success in marketing efficiency, customer engagement and business scalability will be examined. The design choice was a quantitative one with survey data from 200 professionals at US based startups (founders, project managers, digital marketing managers, data analy

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Tateshvili, Roin. "Digital transformation is one of the most critical challenges and opportunities for modern businesses." Economic Profile 20, no. 1(29) (2025): 42–51. https://doi.org/10.52244/ep.2025.29.04.

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This article explores the opportunities and challenges of digital transformation for small and medium-sized enterprises (SMEs) in Georgia, comparing them with the experiences of European countries. The article analyzes digital development trends among Georgian SMEs, presenting research data and case studies that highlight successful digital strategy implementations. The study employs a mixed-methods approach, incorporating a literature review as well as quantitative and qualitative research methods. A 2024 survey of 150 SME representatives in Georgia reveals that the adoption of digital techno

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Guo, Xinyi. "Case analysis of e-commerce marketing strategy in hotel industry: taking Marriott as an example." Journal of Applied Economics and Policy Studies 18, no. 5 (2025): 81–85. https://doi.org/10.54254/2977-5701/2025.24623.

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Against the backdrop of the rapid development of the Internet and e-commerce, the hotel industry is facing unprecedented challenges and opportunities. The rise of the sharing economy, the emergence of online travel platforms, and the increasing demand for personalized experiences from consumers have forced hotel enterprises to accelerate their digital transformation. As a leading global hotel management enterprise, Marriott has successfully responded to market competition and changes in consumer demands through technological innovation, service upgrades and business innovation. This study take

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Bonnin, Gaël, and Mauricio Rodriguez Alfonso. "The narrative strategies of B2B technology brands." Journal of Business & Industrial Marketing 34, no. 7 (2019): 1448–58. http://dx.doi.org/10.1108/jbim-03-2019-0112.

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Purpose With the rise of digital media and content marketing, business-to-business (B2B) technology firms increasingly use narratives in their marketing strategy. If research has studied the impact of narrative on audiences, the structuration of the narrative strategies is still an overlooked area. The purpose of this paper is to understand the structuration of narrative strategies. Design/methodology/approach Authors studied the cases of narratives on the Internet of Things produced by two leading technology firms, IBM and Cisco, between 2012 and 2016. Material includes advertising campaigns,

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Fedyshyn, Iryna. "Research of the crises influence on the enterprises` marketing strategy in the service field." Galic'kij ekonomičnij visnik 78-79, no. 5-6 (2022): 16–23. http://dx.doi.org/10.33108/galicianvisnyk_tntu2022.05_06.016.

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The article examines the impact of crises faced by companies in the service sector. In particular, it was found that the world economy continues to suffer significant losses due to the crisis caused by COVID-19 and military actions on the territory of Ukraine. Volatility of markets, decrease in profits, small cycles of recovery, reduction or complete closure of enterprises affect the production and distribution of the state budget. In the 21st century, a traditional crisis can become international and even develop into a global shock at a later stage. The influence of negative factors lasting

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Semenenko, Yurii S. "Optimizing the Business Processes of Marketing Department with the Help of Information Technologies." Business Inform 1, no. 552 (2024): 95–103. http://dx.doi.org/10.32983/2222-4459-2024-1-95-103.

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The aim of the article is to analyze the impact of information technology on the efficiency of business processes in modern marketing. A business process optimization helps an enterprise increase its competitiveness by reducing the time from product development to market launch and reducing production and promotion costs. This helps to enhance the efficiency of marketing strategies and increase the profitability of the enterprise. Optimization of business processes in marketing, in particular through the use of process management, is an important element of the company’s strategy for achieving

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BERKOVA, Oksana, and Oksana BORISYUK. "FORMATION OF MARKETING STRATEGIC ANALYSIS IN THE FIELD OF TOURISM." SCIENTIFIC ISSUES OF TERNOPIL VOLODYMYR HNATIUK NATIONAL PEDAGOGICAL UNIVERSITY. SERIES: GEOGRAPHY 56, no. 1 (2024): 136–42. http://dx.doi.org/10.25128/2519-4577.24.1.16.

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This article is devoted to the important topic of marketing strategic analysis in the field of tourism. The authors examine methods and approaches that help tourism companies and organizations effectively develop their business in a competitive environment. The article considers such key aspects as the definition of marketing strategies, which describes the methods of defining marketing strategies that allow tourism enterprises to determine competitive positioning and target audience, emphasizes the importance of correct market segmentation and definition of the target audience for effective m

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Lipiäinen, Heini Sisko Maarit, and Heikki Karjaluoto. "Industrial branding in the digital age." Journal of Business & Industrial Marketing 30, no. 6 (2015): 733–41. http://dx.doi.org/10.1108/jbim-04-2013-0089.

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Purpose – The purpose of this paper is to describe the overall branding logic of an international industrial company operating in the renewable energy industry and to respond to calls for empirical research on how to build a business-to-business (B2B) brand in the digital age and how digital media can be used for branding. A digital branding model is also developed. Design/methodology/approach – A single case study of a company at the forefront of digital media usage is used to develop the model. The main data come from semi-structured theme interviews and from content analysis of the channels

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Khatwani, Gaurav, and Praveen Ranjan Srivastava. "An Optimization Model for Mapping Organization and Consumer Preferences for Internet Information Channels." Journal of Global Information Management 25, no. 2 (2017): 88–115. http://dx.doi.org/10.4018/jgim.2017040106.

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The evolution of information technology has resulted in increasingly fragmented digital media and multiple information channels. Organizations can develop comprehensive insights into consumer behavior and preferences by evaluating customers' perceptions of the various Internet channels that are available. Such insights can be used to identify which information channels can be employed to effectively reach and communicate with a target market and, thus, to optimize marketing strategies. This paper commences with a comprehensive literature review of existing research on consumer information sear

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., Manju. "A Case Study on Social Media Marketing Campaigns in India." RESEARCH REVIEW International Journal of Multidisciplinary 8, no. 6 (2023): 151–56. http://dx.doi.org/10.31305/rrijm.2023.v08.n06.020.

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In this research paper, a comprehensive exploration of the subject "Social Media Marketing Campaigns in India" has been meticulously undertaken. This thorough investigation encompasses a detailed analysis of the strategies, impact, challenges, and evolving trends within the context of India's dynamic digital landscape. The paper delves into the intricacies of successful campaigns, scrutinizes their influence on consumer behavior, and highlights the symbiotic relationship between social media platforms and marketing practices in the Indian milieu. India's social media marketing initiatives are

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Ashmarina, Svetlana, and Ekaterina Nikulina. "Assessment of global trends impact on development of higher education system." Problems and Perspectives in Management 15, no. 3 (2017): 365–76. http://dx.doi.org/10.21511/ppm.15(3-2).2017.06.

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The article deals with research of global regularities in the global system of higher education. The interrelation of information, Internet and educational environments, branding and marketing are investigated as a qualitative basis for sustainable development of universities. The government strategies stimulating development of international experience for students are explored and analyzed. This experience resulted in mass opening of international branch campuses and popularity of educational centers (“education hubs”). World tendencies in the field of human capital development in the sphere

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KOPAN, Тetiana. "MARKETING OF TELECOMMUNICATION AND INFORMATION TECHNOLOGIES: WORLD AND NATIONAL DIMENSIONS." Ukrainian Journal of Applied Economics 4, no. 4 (2019): 32–40. http://dx.doi.org/10.36887/2415-8453-2019-4-4.

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Introduction. The development of the information and communication technologies (ICT) market creates the conditions for further growth of other sectors of the economy. ICT companies provide companies, individuals and government with software, Internet, mobile and fixed communications, and so on. The purpose of the article is to study the current state of the ICT market in the world and in Ukraine, to identify major trends and threats for further development of the ICT market. Results. The ICT market is one of the largest dynamically developing markets in the world. Research conducted by leadin

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Melnyk, Olga, and Mariana Ruda. "Strategic aspects of digital business transformation." Management and Entrepreneurship in Ukraine: the stages of formation and problems of development 2024, no. 2 (2024): 196–209. https://doi.org/10.23939/smeu2024.02.196.

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The article formulates the essence of the concept of "digital transformation of business". The main strategic aspects of digitalization in the modern conditions of the functioning of international companies are substantiated. Based on the results of the research, the challenges of digital transformation were identified, and various types of digital business models were analyzed. The reasons that exacerbate problems in the field of digital transformation of business are formulated. Stages of the process of digital business transformation based on change management are recommended. The differenc

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Waheed, Abdul, and Yang Jianhua. "Achieving consumers’ attention through emerging technologies." Baltic Journal of Management 13, no. 2 (2018): 209–35. http://dx.doi.org/10.1108/bjm-04-2017-0126.

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Purpose The purpose of this paper is to investigate the relationship between e-marketing (eM) and consumers’ buying behavior particularly exploratory buying behavior tendencies (EBBT) with moderating effect of a gender in the context of China. Design/methodology/approach Structural equation modeling using SPSS/AMOS was majorly applied to ascertain the relationship and hypotheses testing. First, the correlation of eM toward EBBT is examined using five factors: internet marketing (IM), e-mail marketing (EMa), intranet marketing (IMa), extranet marketing (EM), and mobile marketing (MM). Second, t

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Devi, Geeta. "Consumer Attitudes Towards using Digital Assistants in Online Shopping." MET Management Review 10, no. 02 (2023): 05–12. http://dx.doi.org/10.34047/mmr.2020.10201.

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Consumers' shopping habits have undergone a significant shift in the past decade. Although people still shop in physical stores, they find online shopping to be very convenient because they don't have to physically go to the store. Making choices and evaluating prices against those of competitors' products can be done comfortably and at home. The retail industry's advertising, sales, and delivery channels have changed as a result of the widespread use of the internet. Online retailers are currently spending a lot of money to expand their sales capabilities and handle a wider variety of transac

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Bhattacharya, Subhajit. "Hows and Whys That Lead to Online Brand Engagement." International Journal of Asian Business and Information Management 14, no. 1 (2023): 1–21. http://dx.doi.org/10.4018/ijabim.322388.

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This article contributes to digital branding and customer involvement via social media. To improve online brand engagement, this study examined brand awareness, social linkage, and online trust value. Effective web survey design acquired 317 empirical online sample answers for the paper. The current study uses structural equation modeling to evaluate and verify the postulated model. In this competitive internet era, social networking-supported marketing may raise brand engagement to increase online brand trust, positive brand attitude, and deeper customer emotional connection and brand likabil

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Kaczorowska-Spychalska, Dominika. "Shaping Consumer Behavior in Fashion Industry by the Interactive Communication Forms." Fibres and Textiles in Eastern Europe 26, no. 4(130) (2018): 13–19. http://dx.doi.org/10.5604/01.3001.0012.1307.

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The intense processes of digital transformation are resulting in changes in consumer behavior in the fashion market. The digital consumer expects increasingly attractive products that reflect new fashion trends, a low risk of purchase and immediate availability. They are active and engaged, and interaction with them is becoming a form of creating value for a company/brand. Being aware of fashion and their related needs, consumers require from brands a dialogue, transparency of activities undertaken, and personalisation of experiences created together with their diversity. A good solution here

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Hove-Sibanda, Progress, Marumo Motshidisi, and Paul Agu Igwe. "Supply chain risks, technological and digital challenges facing grocery retailers in South Africa." Journal of Enterprising Communities: People and Places in the Global Economy 15, no. 2 (2021): 228–45. http://dx.doi.org/10.1108/jec-05-2020-0104.

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Purpose The purpose of this paper is to examine the risks, innovations and technological enablers or barriers to the efficiency of the supply chain risk management (SCRM) implementation in the retail sector of South Africa. Design/methodology/approach This study applied a qualitative research approach by conducting interviews with grocery retail store managers. Through convenience sampling, 12 representatives from 12 stores (1 representative per store was interviewed at each of the 12 stores) were interviewed. Findings This study mainly found that most of the grocery retail stores experience l

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Kurniati, Poni Sukaesih, and Suryanto Suryanto. "Digital entrepreneurship strategy in the tourism business of the tourism 4.0 era." Journal of Eastern European and Central Asian Research (JEECAR) 10, no. 6 (2023): 819–28. http://dx.doi.org/10.15549/jeecar.v10i6.1503.

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This research analyzes digital entrepreneurship strategies by tourism industry players in Tourism 4.0. The research method used in this research is descriptive with a qualitative approach. Primary data sources come from the results of in-depth interviews with informants. In comparison, the secondary data sources are obtained from the search results of research results and statements of informants published in the media. The data that has been obtained is triangulated before being analyzed. The study results stated that digital entrepreneurship in the Indonesian tourism industry is multiplying.

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