The intensive technical-technological development and the Covid-19 pandemic have accelerated the digital transformation of communication agencies and corporate communication sectors. Until the outbreak of the pandemic, the professional and academic debate focused on new media and channels...

Marketing concept is widely applied in the contemporary conditions of business operations at the tourist market. However traditional marketing concept is more and more subjected to essential changes, firstly through strategic orientation of tourist companies and tourist destinations which are...

This paper investigates the changing business paradigm, enterprise competitiveness, and the arrival of Marketing 5.0. To remain competitive, businesses must adapt to digital marketing, innovative technology, and a growing emphasis on ethical considerations. The paper delves into the factors that...

Now day advertising has craftily become an inescapable companion of modern life that we can't escape and avoid it, truly it’s an intrinsic part of our daily lives. Advertising affects everyone’s life and influences many purchasers. Consumer turns to advertising for its informativeness, as...

This paper interprets and analyzes the innovative paradigm of creating and applying a strategic concept and approach to branding and brand communication. The modern business environment affirms the need for continuous research and analysis of current trends in business in order to create and...

The importance of human recourseñ management is important in every field of work and in every enterprise, especially in enterprises operating in the tourism sector. We underline this because the tourism commercial sector is mainly based and depends on qualified human potentialwhich will be...

The marketing communications industry and theory are facing rapid changes in accordance with global business and society fluctuations. Global and local market conditions are constantly varying and thus creating hardly predictable environment. The most implemented tool for marketing...

Creating websites and social media marketing is an integral part of business activities in companies. The Building and managing the brand is the most complex task in the contemporary market and tourism business. Strategic brand management focuses on a brand program that contains a plan for...

The application of integrated marketing communications has become an imperative nowadays. Companies try to impose themselves on the market and win over customers and also keep them. Integrated marketing communications are a key element in the company's modern efforts to build long-term customer...

Effective customer complaint management is key for building long-lasting profitable relationships and customer retention. The focus in this study is to investigate the complaints and categorize customer complaint behavior to find the most effective way of compensation for every complaint...