The objective of the research was to map the most important global megatrends affecting the business and marketing environment and to analyze and understand how the changed environment will affect the practice and performance of marketing communication in the next decade. For identifying the...

Digitalization is very important for every company in today's fierce competition. The development of Information Technologies has helped companies change means of reaching their clients and changing their working practices. The paper tries to assess digital marketing (DM) and digital...

The study aimed to investigate the impact of social media marketing on purchase intention among consumers in Kosovo as a transition economy. The survey research has been conducted with a sample of 334 respondents in Kosovo, using an online survey tool for response collection. Structural equation...

Marketing in public cultural institutions can be defined as a tool for achieving an organizational and creative concept that seeks to build relationships with the audience. This paper will define how public cultural institutions manage their marketing departments, with particular emphasis on the...

In recent years there has been a significant increase in digital advertising through influencers being active on many social media platforms. Budgets for influencer marketing rise yearly, and the return on investment from influencer marketing is higher than from other marketing channels....

In today's age of technological advancement and rapid change, much of the communication takes place on social networks, which offer a great opportunity for customer interaction. Social media is a popular and widely used marketing tool for communication between buyers and sellers. Advertising on...

Typically, toy manufacturers use the color pink for girls' toys and the color blue for boys. They also design gender-related theme worlds for girls and boys based on gender-based stereotypes, justified by different playing preferences of the two sexes. Socially-oriented toys such as dolls are...

mportance of sustainable consumption. Consumers associate sustainable products with ecological and regional production including a high credibility. In order to take advantage of this trend manufacturers of sustainable foods must communicate the sustainability of their products via packaging and...

This paper investigates how marketing mix strategies' design affects customer value creation. The paper presents the results of empirical research conducted through a questionnaire that aims to show and determine which elements are key in choosing a bank, the extent to which branches and digital...

The firms in this model set non-binding list prices before competing for buyers by non-cooperatively granting discounts. Each firm has an incentive to set a high list price if, for example, the customers anchor their willingness-to-pay on the list price. However, list price competition occurs if...