, the corporate marketing function must respond. A new paradigm is required if the communities that comprise future markets …

relationship between traditional marketing activity and new media? In the first essay, we assemble a unique data set from Japan … companies’ traditional media have positive impact on social learning. This suggests that by optimizing marketing actions, firms …

Content marketing is today’s one of the most remarkable approaches in the context of marketing processes of companies …. Value of this kind of marketing has improved in time, thanks to the latest developments regarding to computer and … content marketing approaches. In this context, objective of this study is to focus on intelligent content marketing, which can …

In today’s digital world, it is impossible to achieve wide scale marketing goals without using modern methodology of … integrated marketing communications management. Companies experience increasing influence of consumer-generated content and … online reviews. Therefore, the need for specific tools and methodology of integrated marketing communications management …

follow an ethnocentric approach when planning marketing activities and customer service initiatives for Asian customers. To … Asian markets, there is an urgent need to empirically assess patron behavior and the attendant casino marketing adaptations … marketing strategies adapted to each casino's market structure and macro-environment. Regardless of context, this systematic …