revolution and digital marketing have created a shrinking force on mass media advertising. They have formed the backbone of … personalisation, marketing automation, neuromarketing, viral marketing, voice recognition, and conversion optimisation, and thus …, Artificial Intelligence (AI) has risen as the phenomenon in marketing activities. Theoretical analysis of relevant researches on …

importance of branding, the brand hierarchy, the purpose of branding, and the brand-building tools used in business marketing …, India. The data was collected from the marketing manager of each sample firm through unstructured interview. Results: Some …/articles.Conclusion: Branding plays a major role in business marketing, catalyzing the process of building long-term relationships with customers …

As a result of increased competition, accounting practitioners must develop a marketing strategy, or if they already …

Objective – Experiential Marketing may have a positive effect on both the formation of customer value and in the … generation of profits for a company.Methodology/Technique – This study examines the calculation of the Net Marketing Contribution … and 2015. This is contrary to the revenue generated through Experiential Marketing, which continued to increase from year …

Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the … premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article … discusses stealth marketing methods used by companies to reach consumers without their motives being obvious. The authors feel …

Objective – Literature suggest that companies should focus their Market Orientation (MO) on good marketing and business … result shows that MO does not have a significant impact on Marketing Performance. In the context of MTO, SMEs do not need to …

In this chapter, we investigate marketing communication's role in the taken-for-granted political and ethical practices … of envisioning others (Heywood amp; Sandywell, 1999, p. x). Ethically motivated criticisms of marketing communications … promotion when it comes to women and minorities, marketing managers must be aware of representational practices that may cause …

Promotion is one of the four major elements of the marketing mix. Therefore, an integrated marketing communications … marketing strategy. Different promotional tools could foster an increased awareness of a company's products or services, inform … that the marketing managers must consider the 6Ms (including the market, the mission, the message, the media, money and …

The practice of marketing has significantly changed among companies operating in Hungary since the economic transition … with new emphasis, marketing activities and expectations have been emerged. This paper analyzes the role and significance … of marketing in corporate practices; undercover the most important activities of marketing managers in current business …

Green Marketing is a concept in vogue and is capable to affect all aspects of business with significant result with the … concept of e-marketing. Green marketing is a phenomenon which has developed particular important in the modern market …. Additionally, the development of green marketing has opened the door of opportunity for companies to co-brand their products into …