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The aim of this article is to evaluate the effectiveness of gamification marketing strategies in territory branding and to determine their impact on consumer behavior. It has been established that one of the key challeng...

Recently, there has been a decline in the effectiveness of traditional marketing approaches amidst the growth of the global influencer marketing market. This article summarizes the arguments and counterarguments within t...

In the contemporary landscape of global economic development, branding has evolved into one of the most critical strategic tools for ensuring long-term competitiveness. A brand no longer serves merely as a symbolic ident...

in particular, the consequences of customer relationship orientation and the use of CRM technologies as a support for analysis, data integration and access to business performance. Customer Relationship Management (CRM) ...

The article investigates the transformation of sustainability reporting from a traditional compliance tool into a strategic channel for communication and corporate reputation management. Particular attention is focused o...

In this article, we examine the role of financial assets as a key instrument for improving enterprise management efficiency, with a particular focus on marketing activities under the conditions of globalization, digital ...