Social media and social media marketing are real challenges to holistic marketing management approach focusing on real customer value. A distinct problem for social media is making a profit when the standard practice is to not charge the user any money. Social media marketing relies on its...

The article aims to explore the present evolution stage of the mobile marketing service market in Romania. Central part of the article is the exploratory research based on in-depth interviews with major specialists in mobile marketing services. The main objectives of the research were to study:...

An article about the transformation of the forms and methods of marketing in the context of the global economic crisis. The extensive development of e-commerce has led to the emergence of new forms of virtual sales and globalization of marketing. The author analyzes the changes taking place in...

Consumption values have received little attention in the tourism literature, comparing to such determinants of the consumer behavior as motivations, pull and push factors, satisfaction, quality, or destination image, etc. This study attempts to analyze consumption values and their types, and the...

El imparable crecimiento del intercambio de información en internet ha fomentado que los sitios web comerciales, además de ofrecer información relevante del vendedor (comunicación comercial), comiencen a incluir herramientas de interacción online donde los consumidores comparten sus...

The aim of this study is to investigate motives that influence differences in usage of various Internet formats, by applying the uses and gratifications theory. Five kinds of Internet use motivations were analyzed: information, entertainment, convenience, social interaction and economic; in...

Understanding the process of software adoption is of paramount importance to software start-ups. We study a monopolistic seller’s optimal consumer network structure formation (seeding, segmentation, sequencing, and pricing strategies) under network effects. We demonstrate the importance of...

The expansion of social networks begins to put their stamp of increasingly powerful over all economic activities. Traditional client translates himself into center of social networks and thus becomes a social client, resulting in chain reactions; marketing campaigns taking place in its...

Tourism is the most powerful initiator of activities in Croatia and one of the strongest in the world. Despite the worldwide crises, the number of tourists is increasing every year and the competition among tourism entrepreneurs is getting tougher. There is a constant struggle for every...

The widening of the digital medium into all the branches of human activity raised a challenge for marketing online experts. We know all that in cyberspace consumers from two different world, on and offline meet. Consequently the cyber marketer should know very well the profile and preferences of...