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...

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 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...

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 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...

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...

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...

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...