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Marketing is a science in a development process. Some facts can demonstrate it: many of marketing principles are objectively supported, a lot of verifications have been done, diverse generalizations have been proposed an...

Alemania destina el 11.5% del PIB en salud y destaca en muchos sectores, la salud en uno de ellos. El siguiente articulo aborda la revisión de la literatura del marketing en salud en Alemania teniendo en cuenta el lapso...

Materias / palabras clave: marketing strategy, marketing communications, advertising, brand management, consumer behaviour, public relations; Social Sciences: Commerce: Business: Marketing. Distribution of products

En este artículo los autores hacen una profunda y exhaustiva revisión de la literatura dedicada a la búsqueda del objeto de estudio de la disciplina del marketing. Primero se analiza el concepto de marketing, luego se...

Teniendo en cuenta que, a diferencia de los animales, el hombre carece de un mundo natural adecuado que le permita disfrutar la vida, se puntualiza en el presente documento el tema de la construcción simbólica de su mu...

El dinamismo en el que se desenvuelve la actividad económica obliga a las disciplinas ocupadas en el estudio de alguna de sus realidades a adaptarse mediante la incorporación en su cuerpo de conocimiento de los nuevos ...

A partir de una detallada revisión histórica de las tendencias administrativas y gerenciales que ha adquirido el marketing al responder a las condiciones específicas del entorno que ha determinado su accionar, se pres...

The significance of honey in the socio-economic livelihoods of rural and semi-urban populations is paramount, as it tackles issues such as unemployment, income, and ecosystem preservation. The decrease in the timber indu...

This study investigates how functional and psychological barriers influence Vietnamese consumers' attitudes toward metaverse marketing, with a specific focus on luxury brand preference. The research draws on two theories...

This study aims to systematically examine the role of influencer marketing in building consumer trust within the context of digital marketing. The rapid growth of social media has transformed marketing strategies, positi...

The diverse behavioral patterns of consumers for purchasing products motivate the necessity for implementing tailored marketing strategies to foster sustainable business development. This research work proposes a hybrid ...

Resumo Este ensaio teórico busca uma reflexão crítica sobre o marketing ambiental, pelo olhar da psicossociologia, para discutir sobre o conceito de ecosofia, enfocando como ocorrem os processos de agenciamento de enu...

Digital marketing shapes each moment of the contemporary travel journey, yet limited evidence still obscures how individual tactics foster purchase decisions. This conceptual study will develop an integrative framework t...

Type of the article: Research Article AbstractThis study examines the state of digital marketing management among small and medium-sized enterprises (SMEs) in Ukraine under conditions of prolonged economic instability a...

This study aims to analyze the effect of sustainable marketing and green product innovation on customer loyalty from the perspective of Islamic business, focusing on Avoskin consumers in Bandar Lampung. In an era of incr...

Experiential marketing has emerged as a critical paradigm shift, redefining value creation in the tourism industry from functional transactions to immersive emotional engagements. This study explores this transition by e...

Marketing has reached the holistic concept era where a business is acting as single entity not to ignore any potential segment. Hence, companies look for profitable segments and strategies holistically for a sustainable...

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...

Javanese pop music holds significant potential to enter the global market; however, comprehensive marketing strategies for this genre remain underexplored in academic literature. The main issue addressed in this study is...

Este artículo busca definir al marketing de empresas como una tecnología que dictamina al sujeto cómo conducirse / gobernarse. Los estudios sociológicos sobre la definición de la subjetividad contemporánea requiere...

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 this era of rapid technological advancement, the number of consumers browsing online information steadily increases. Social media platforms have emerged as a vital channel for communication and sharing information, ma...

Purpose: This study examines the influence of digital marketing and destination image on tourists’ visit decisions, with tourist trust positioned as a mediating variable in tourism destinations. Method: This study adop...

The housing industry in Jember Regency is experiencing a rapid urbanization phenomenon with a backlog of millions of units, where PT Kinansyah Group has managed to dominate the market through adaptive marketing expansion...