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Materias / palabras clave: Inteligencia artificial; Aplicaciones en marketing

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...

La implementación de una cultura organizacional orientada al mercado ha sido siempre una tarea bastante difícil sobre todo porque ello implica tomar decisiones en diferentes niveles para introducir el concepto de marke...

Materias / palabras clave: art market, art history, market studies; Fine Arts: Arts in general; Social Sciences: Commerce: Business; Social Sciences: Social sciences (General)

This study examines the factors that determine whether firms adopt AI and are ready to invest, and explores labour-market and employment-related expectations in wartime Ukraine. Methodology. The study is based on origina...

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...

Este artículo ofrece un panorama sobre los espacios de exhibición y consumo de arte contemporáneo en Chaco durante el siglo XXI. Se trata de un estudio exploratorio con un enfoque descriptivo y analítico, ya que el m...

Abstract Financial time series forecasting is traditionally based on historical price patterns, often overlooking exogenous and behavioral variables that can significantly affect market movements. In this study, we enhan...

This article reassesses the book Africa and the War on Drugs (2012) and a related special journal issue (2016) in the light of drug market and policy developments since 2012. As part of this reassessment, we question som...

This article presents a comprehensive study of the current state, requirements, and development prospects of the data analyst and data scientist professions in the context of digital economic transformation and dynamic c...

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...

Type of the article: Research Article AbstractLivestream commerce has become an increasingly important channel in digital fashion retail because it integrates entertainment, interaction, and real-time purchasing within ...

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...

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...

The relevance of this study is determined by the growing role of sports tourism, which is one of the most dynamic segments of the global tourism industry, in shaping the economic potential of regions, strengthening inter...

The Article is devoted to the substantiation of the key global regularities of the development of the world market of aviation transportation on the basis of a comprehensive generalization of the stages of society’s de...

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...

Traditional finance explains stock prices and portfolio choice through market efficiency and rational investors. A growing body of evidence, however, shows that psychological biases and emotions systematically affect how...

The paper investigates the technological drivers of the transformation of the market positioning of Ukrainian banks under conditions of rapid digitalization of the economy and the development of fintech ecosystems. It el...

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 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...

INTRODUCTION. The interpretation of visual and linguistic codes, legal and ethical security, the application of technologies such as artificial intelligence, and the need to develop regulatory standards to prevent confli...

Over the past few decades, the pharmaceutical sector has witnessed the occurrence of a particular type of agreement used to settle patent disputes between originator and generic drug manufacturers: so-called reverse paym...