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 …

orientation in enhancing marketing performance through inserting the techno-resonance innovation capability and product … innovativeness as factors to leverage marketing performance. Five hypotheses were developed and tested in a sample frame of 121 SMEs …-resonance innovation capability in two folds. Firstly, a techno-resonance innovation capability is proved as a mediator of marketing …

The importance of marketing capabilities continues to grow yet research remains concentrated in developed markets …. Although several researchers provide evidence of the influence of marketing capabilities on market performance, very little of … similar evidence exists in the digital marketing domain. Empirical evidence of the impact of digital marketing capabilities on …

Marketing communication is a concise part of modern museum management. Museums operate in a competitive environment …; therefore, it is important to pay sustained attention to every component of a given museum's marketing communication. Changes …, international trends, and visitor preferences have an influence on marketing communication. Museum management must devote expert …

Prior research points out the emerging phenomenon of consumer resistance in terms of resistance towards the marketing … discipline. At the same time, extant literature suggests the increasing importance of authenticity in marketing.This study … investigates the research question whether and by which means authenticity in marketing can be a response to consumer resistance …

solutions to market imperfections through innovative products and services and through effective marketing models. Against this … backdrop, the present paper aims to investigate the correlations between sustainable entrepreneurship and the marketing types … articulated by the Contemporary Marketing Practices (CMP) research program, relying on a questionnaire-based survey conducted with …

prevailing organization's market orientation and marketing innovation activities. The sample of organizations consists of … and imports to GDP. This paper evaluates four types of marketing innovation activities (design, pricing, placing and … promotion methods) at the enterprise level as a factor of marketing capability. The analyzed sample consists of observations …

Sustainable Marketing strategies are unavoidable for 21st century businesses. Companies have started investing huge … value. The paper identified four major sustainable marketing strategies to be integrated into business practices. …

in determining rates of product and marketing innovations among farm-based agribusinesses. These findings further …

Purpose The paper aims to reveal the impact of relationship marketing (RM) practices adopted by companies in emerging … research design combines primary empirical data from 229 Russian companies, based on the Contemporary Marketing Practices (CMP … notice that the effect of product development (PD) on marketing performance is mediated by competitor orientation. PD affects …