Search results for " marketing"

2021

Abstract The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues i…

The review of internet marketing use in Latvia's companies

2017

Development of new technologies and increasing competition require new solutions in business applications in internet marketing and advertising. The paper deals with issues related to advertising activities in internet marketing. There were presented both theoretical findings and empirical analysis of the survey conducted among Latvia's companies. The survey was carried out with the assistance of telemarketing company (telephone interviews) among companies selected from Register of Enterprises LURSOFT. The analysis of survey results compared companies responses depending on the company size and turnover changes during the last three years. Various statistical indicators were used for this a…

Marketing automation supporting sales

2016

The past couple of decades has been a time of major changes in marketing. Digitalization has become a permanent part of marketing and at the same time enabled efficient collection of data. Personalization and customization of content are playing a crucial role in marketing when new customers are acquired. This has also created a need for automation to facilitate the distribution of targeted content. As a result of successful marketing automation more information of the customers is gathered and at the same time, the work of sales force will be facilitated due to a larger amount of information. Marketing automation is used to support sales in modern companies, and specialized companies are a…

ONLINE RECOMMENDATION SYSTEMS’ USAGE BY COMPANIES IN BALTIC COUNTRIES

2017

Global retailers are using sophisticated online recommendation systems (ORS) which enhance customers' loyalty towards the specific site. Online markets in Baltic countries are growing fast, but Baltic e-commerce sites are not using a wide enough range of eWOM tools. The aim of this paper is – to evaluate how eWOM through ORS is perceived and used by digital marketing specialists and e-commerce players in the Baltics. Research methods used were: literature analysis on ORS’s influence on consumer purchase decisions, and an expert survey and monitoring study. The research results revealed major barriers for advanced ORS usage in the Baltics, as they discovered a gap between experts' opinion an…

Hands On: incorporación de data sprints y digital methods en la docencia de marketing digital

2022

Este artículo recopila la experiencia acumulada durante 9 años en el diseño y ejecución de data sprints en el marco del Máster en Comunicación y Marketing Digital de la Universitat Autònoma de Barcelona. Con más de 90 proyectos distintos a sus espaldas, estas jornadas han sido un punto de encuentro para profesionales, académicos y estudiantes, posibilitando el intercambio de conocimiento y la transferencia de técnicas entre métodos de investigación del ámbito académico con la investigación aplicada al marketing digital. Al mismo tiempo, el formato data sprint facilita el conocimiento práctico y la adquisición de competencias comunicativas, organizativas y el proceso de resolución de problem…

Past, ongoing, and future debate on the interplay between internationalization and digitalization

2020

AbstractThe interplay between internationalization and digitalization (IDI) is a relatively young research domain that is finding its way into numerous academic journals, which motivates us to systematically portray the proceedings and evolutions of this interplay over time, analyze its methodological and theoretical background and, more importantly, provide insights to guide future research on these phenomena. Combining qualitative and quantitative approaches, we analyze 68 peer-reviewed international business and management papers to explore the structure of knowledge production and identify the emerging trends. Our research reveals four key stages of the debate: (a) how IDI influencesint…

Hybrid Engagement: Discourses and Scenarios of Entrepreneurial Journalism

2018

Although the challenge posed by social media and the participatory turn concerns culture and values at the very heart of journalism, journalists have been reluctant to adopt participatory values and practices. To encourage audience participation and to offer journalism that is both trustworthy and engaging, journalists of the future may embrace a hybrid practice of journalistic objectivity and audience-centred dialogue. As innovative and experimental actors, entrepreneurial journalism outlets can perform as forerunners of such a culture. By analysing discourses in the “About Us” pages of 41 entrepreneurial journalism outlets, the article examines the emerging journalistic ethos of entrepren…

BENEFICIOS RELACIONALES, SATISFACCIÓN Y LEALTAD EN EL COMERCIO MINORISTA: UNA COMPARATIVA INTERSECTORIAL / RELATIONSHIP BENEFITS, SATISFACTION, AND L…

2009

En el contexto del marketing de relaciones, resulta de gran importancia para el establecimiento minorista identificar el tipo de beneficios de la relación que influye en mayor medida sobre sus resultados en términos de satisfacción del cliente y lealtad hacia el minorista, de manera que se garantice una relación continua y satisfactoria. Dichos beneficios pueden tener distinto peso en función del tipo de actividad llevada a cabo por el minorista. El presente trabajo pretende analizar empíricamente un modelo que refleje los distintos tipos de beneficios relacionales obtenidos por los clientes, así como los beneficios obtenidos por la organización en términos de lealtad del consumidor para cu…

Quantized Dissensus in Networks of Agents subject to Death and Duplication

2012

Dissensus is a modeling framework for networks of dynamic agents in competition for scarce resources. Originally inspired by biological cells behaviors, it fits also marketing, finance and many other application areas. Competition is often unstable in the sense that strong agents, those having access to large resources, gain more and more resources at the expense of weak agents. Thus, strong agents duplicate when reaching a critical amount of resources, whereas weak agents die when loosing all their resources. To capture all these phenomena we introduce systems with a discrete time gossip and unstable state dynamics interrupted by discrete events affecting the network topology. Invariancy o…

From Marketing Mix to e-Marketing Mix: a literature overview and classification

2009

The marketing mix paradigm, in its famous version of the 4Ps, went all the way through the evolution of marketing theory: from the marketing concept, through relationship marketing, to digital economy, being object of discussion both in academic literature and managerial practice. If it is a fact that the 4Ps marketing mix is a milestone of marketing theory, it is also true that the evolution of business contexts has created, in many fields, the need to review the "controllable factors" which form the marketing mix. The digital business represents the more recent of the business contexts and the one with the greater needs of differentiation of the mix. Throughout this evolutionary process, …