Creating websites and social media marketing is an integral part of business activities in companies. The emergence of modern technologies has caused major changes in the operation of companies. Websites and social networks have become extremely popular because they offer many opportunities to...

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...

Taking into consideration that the tourism is extremely important for any country including Republic of Macedonia, it is necessary to pay attention to the quality of the tourist destinations and increasing of their attractiveness. So winners in the field of tourism will be those countries that...

The growing presence of the internet in people's daily lives gives us the right to think about the growing use of digital marketing. Companies should use the internet and social networks to promote and sell their products, as digital marketing is extremely important for running a business. New...

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...

In order to achieve successful management of their sales and marketing activities companies need to monitor and analyse the activity of their customes. The goal of this study is twofold. First, an empirical investigation of customers’ activitiy is conducted by using the Customer Activity...

The object of this study is to analyze investment efficiency of pension funds by examining the portfolios of four mandatory pension funds (AZ, Erste Plavi, PBZ Croatia osiguranje and Raiffeisen). In this study, the pension system is analyzed through two step procedure. The study will first focus...

The children’s influence on the parent’s buying behavior as well as on the family budget was neglected in the past. In today’s modern lifestyles, dominated by technological devices and digital media, children are greatly exposed to ads and messages that are fostering their eagerness for...

In the evolving landscape of e-commerce, digital skills serve as a fundamental determinant of effective engagement, influencing the overall online purchasing experience and the ability to address encountered problems. This research, based on Eurostat data for 2021 across 36 European countries,...