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The green marketing strategy aims to incorporate eco-friendly practices across all marketing activities to minimize environmental harm and simultaneously accomplish organizational objectives. The purpose of this study endeavor is to investigate the various elements that impact the execution of green marketing strategies. To commence this investigation, a comprehensive review of a total of 84 scholarly articles published between the years 2018 and 2024 was diligently carried out. The data gleaned from these articles was subsequently analyzed and categorized utilizing the advanced MAXQDA software 18. Consequently, a total of 5 overarching categories of factors that play a pivotal role in influencing the implementation of green marketing strategies were identified: economic and political factors, competitive factors, organizational factors, governmental factors, social awareness, and environmental factors. The findings of this scholarly inquiry hold significant implications as they can offer a structured framework for recognizing and effectively managing the factors that impact the implementation of green marketing strategies, thereby aiding businesses in the successful execution of these strategies.

This article investigates theoretical and methodological approaches to developing a marketing strategy for public procurement management in the context of European integration processes and reform of the public procurement system in Ukraine. The necessity of implementing a marketing strategy as an effective tool to increase the efficiency and transparency of public procurement activities is substantiated under modern economic conditions. The conceptual foundations for the formation of a marketing strategy for public procurement management are defined. Its main goal is to build successful and long-term partnerships between public customers and supplier companies based on the rational use of budget funds and the development of effective competition. Priority functions of the marketing strategy are outlined: comprehensive marketing analysis of public customers' needs; market research to find the most competitive suppliers; ensuring effective communication between all participants; and the implementation of effective marketing measures to increase transparency and the openness of procurement procedures. A universal step-by-step algorithm for the formation of a public procurement marketing strategy is developed, including the following: analysis of the current state and identification of deficiencies in the existing system; clear definition of targets, objectives and priority areas for reform; selection of optimal marketing tools; directly implement the strategy and continuously monitor the results. A comprehensive classification of the types of marketing strategies in public procurement by their target orientation is presented. To increase the validity and minimize risks in decision-making regarding supplier selection, an original mathematical model for the formation of competitive prices based on nonlinear programming methods is proposed. This model allows considering the interests of all participants in the procurement process: determining the optimal vector of prices for goods/services based on the utility functions and preferences of customers, their budget constraints, and the technological capabilities of potential suppliers. The versatility of the model lies in the possibility of its application for any number of participants and product groups. The implementation of an effective marketing strategy for public procurement management will contribute to the formation of a highly efficient, transparent and competitive public procurement system focused on the rational use of budget funds, the development of fair competition among suppliers, and the minimization of corruption risks in this area.

The growing importance of social media in the tourism domain has led to an accelerated growth of research in the past decade. Through a systematic literature review, this study offers an overview of researched contexts and topics, identifies gaps in the literature, and suggests a comprehensive agenda for future research. We also present quantitative, visualization-rich results employing bibliometric citation and content analysis of 94 articles covering social media content strategy across 43 journals published from 2012 to 2022. The cocitation analysis on cited references revealed four clusters. A detailed analysis of the most influential journals/articles in the area, theories employed, research context, variables tested (characteristics), and methods used is also provided. The study finally outlines eight directional themes for advancing research in this domain. The study's findings can help academics, practitioners, and policymakers comprehend the latest developments and significant trends influencing social media content strategy in the tourism domain. [ABSTRACT FROM AUTHOR]

The study aims to build a mini-theory based on the implementation toward off-label drug marketing. The data was collected by interviewing eight respondents with managerial and operational functions from five multinational pharmaceutical companies in Indonesia. A qualitative approach was used in this research by coding, making categories, defining concepts, and linking one concept to others for building propositions. This research creates a mini-theory from four propositions; new product development influences competitive advantage reinforced with opinion leaders as a moderator, market segmentation influences competitive advantage strengthened by off-label drug prescribing as a moderator, customer relationship influences competitive advantage reconciled by the value proposition and off-label prescribing, selling skills influence competitive advantage and reinforced by value propositions, opinion leaders, and off-label drug prescribing as moderators. [ABSTRACT FROM AUTHOR]

This study aims to identify and analyze the marketing strategies implemented by the Growth and Development Clinic at RSI PKU Muhammadiyah Pekajangan. The research employs a qualitative descriptive method, collecting data through in-depth interviews, observations, and document analysis. The findings reveal that effective marketing strategies involve a combination of digital promotion, community relations, and service quality improvement. These findings provide valuable insights for the development of marketing strategies in the healthcare sector, particularly in the context of child development clinics.

The purpose of this study is to describe the application of marketing strategies in the home sewing business "Mbak Jar" and to identify the obstacles faced in the marketing strategies of this business. This type of research uses qualitative research with a case study design. The validity of the data is carried out through qualitative triangulation of sources and methods. Data collection techniques used are interviews, observations, and documentation. Data analysis techniques include data reduction, data presentation, and drawing conclusions and verification. The results of the study show that this sewing business targets a specific market segment, namely individuals who need clothing repair and tailoring services, focusing on housewives, students, office workers, TNI members, and police officers. The marketing mix of this business includes high-quality products with personal designs, competitive prices, strategic location, and promotion through word-of-mouth marketing and WhatsApp. SWOT analysis shows that the main strength lies in the quality of stitching and service, while weaknesses include limitations in social media promotion. The main obstacle faced is in digital marketing, with the strategies applied still limited and lacking mastery of social media technology, affecting the business's ability to maximize its online promotion potential. The SWOT analysis indicates that this sewing business faces tight market competition, changing consumer preferences, and unstable economic conditions, which can affect customers' purchasing power and the need for services.

This study aims to determine the factors that influence marketing strategy and marketing performance in SMEs of souvenir food. Entrepreneurial Orientation (EO), Marketing Orientation (MO), and Unique Resources (UR) are used as independent variables to drive Marketing Strategy (MS) and Marketing Performance (MP). Using a purposive technique, data was collected from 248 SMEs souvenir food, consisting of owners and managers. The research method employed is descriptive correlational, using Structural Equation Modeling (SEM) with the SmartPLS 4 program to analyze the data. The findings of the study reveal that EO, MO, and UR play a significant role in enhancing marketing strategies and improving the effectiveness and direction of marketing performance due to their interrelatedness. [ABSTRACT FROM AUTHOR]

Cashew nuts, a plantation commodity from Indonesia, come with a high economic value. Cashew nut processing enterprises are crucial in elevating the value added, broadening the work field, and enhancing labor absorption. This research provides an analysis of the performance and marketing strategy of micro, small, and medium enterprises (MSMEs) of cashew nut processing in Muna. It was a case study using explorative, descriptive, and qualitative methods and involved an informant, i.e., the owner of CV Hukasari Semesta. Results demonstrated that CV Hukasari Semesta contributed to the household economic sector, especially in espousing the cashew nut supply chain, which consisted of cashew nut farmers as the key material suppliers, village collecting traders, transport workers, transportation entrepreneurs, processing workers, and store employees. In operating the cashew nut processing business, parties concerned applied strategies for staple ingredient procurement, processing process, management, packaging, capital procurement, more labor recruitment, processing technology procurement, product innovation by varying product packaging and flavors, market network expansion by distributing products to supermarkets and retailers, and market segmentation. Additionally, among the marketing strategies to escalate cashew nut processing MSMEs in Muna were improving product innovation by developing more attractive product packaging based on national standards, carrying out well-planned branding, developing digital-based product information and marketing systems, honing processing and marketing labor skills, increasing processing industrial tool technology, and bolstering business capital.

The outbreak of COVID-19 pandemic has significantly affected all the business units worldwide. Half of small firms unluckily have been also hit by such pandemic and then ended in the bankruptcy status due to several factors e.g., the failure in the marketing strategy application, especially in maintaining the related existing markets. This could be seen, for example, in the current customers preservation of small medium-sized enterprise and the way this firm invites the new buyers. Following this issue, this study however finds that less literatures discuss the dynamic of development of SMEs that are from in the Southeast Asia region, and to be more specifically, there are less studies focus on a specific marketing strategy perspective after the hit of COVID-19 outbreak. To this knowledge, this study then aims to fulfil the gap found in the literatures through the emphasis on certain marketing strategy viewpoints. This study applies quantitative approach and comes up with the finding, for the theoretical implications that the microinfluencer plays important role for the business quality and continuity of small enterprises. In the particular section of this paper, the detail explanation of managerial implications is also discussed. [ABSTRACT FROM AUTHOR]

A lot of problems occurred in the application of total quality management method and one of the vital problems is the way of business units improve their productivity performance based on the orientation of quality. As such, many studies have been conducted by the scholars to come up the excellent results and accordingly contribute to the body of knowledge, and specifically for the theoretical and managerial implications. Unfortunately, this study reveals that there is a research gap in the body of literature, which is a shortage of discussion which emphasizes on the combination between TQM and marketing strategy of the small-medium sized enterprise, especially in the South East Asia region. In line with this issue, this study aims to investigate the role of total quality management on the productivity performance of the firms and the moderating effect of marketing strategy on the relationship between total quality management and productivity performance of the firms. In doing so, this study applies quantitative research method. As for theoretical contribution, with 100 sample size, this study finds that there is a positive role of both total quality management and marketing strategy on productivity performance of small medium-sized enterprise. This study also explains the managerial contribution in detail within the other section of this paper. [ABSTRACT FROM AUTHOR]

Maintaining the excellence of PT Bank Sumut KC Syariah Padangsidimpuan requires an effective marketing strategy to be implemented in order to realize a competitive advantage and achieve predetermined targets in the marketing process. Bank Sumut KC Syariah Padangsidimpuan certainly has goals and strategies with Sharia-based purposes (Maqashid Sharia) or is more than merely material. In this context, the target in question is Priority Customers. This writing analyzes the Priority Banking Officer's marketing strategy for increasing the number of priority customers at PT. Bank Sumut KC Syariah Padangsidimpuan is reviewed from a Maqashid Syariah perspective. The research method used is descriptive-qualitative. The data collection techniques in this research were observation, interviews, documentation, and literature. Moreover, researchers used descriptive analysis techniques. The result of this writing is that PT. Bank Sumut KC Syariah Padangsidimpuan, in implementing marketing strategies to increase the number of customers, applies the Marketing Mix 7P component. Marketing Mix is a tool for marketers consisting of various marketing program elements (product, price, promotion, place, people, process, and physical evidence) that must be considered to implement the determined marketing strategy. Bank Sumut KC Syariah Padangsidimpuan, in carrying out the marketing mix strategy, contains Maqashid Syariah principles containing sharia values ​​that are by sharia objectives (Maqashid Syariah). The marketing mix aspect (product, price, promotion, place, people, processes, and physical evidence) contains sharia values ​​by the 5 principles of maqashid sharia (sharia goals), namely protecting religion, soul, will, descendants, and property.

This research examines the interplay between Business Intelligence tools and digital marketing strategy optimization, with a focus on the moderating role of customer orientation. Utilizing a quantitative research design, the study explores how BI tools enhance digital marketing strategies and how customer orientation amplifies this effect among 207 respondents from the Jordanian telecommunications sector, reflecting a diverse range of experiences and perceptions within the industry. Through Structural Equation Modeling - Partial Least Squares (SEM-PLS), based on a stratified sample of these employees, the results confirmed that BI tools positively influence digital marketing strategy optimization. Additionally, customer orientation was found to significantly moderate this relationship, highlighting the importance of aligning technological capabilities with a customer-centric approach. The findings contribute valuable insights to marketing and business intelligence fields, suggesting strategies for organizations to enhance their market competitiveness and customer satisfaction, underpinned by a substantial engagement rate from the targeted demographic.

Produce such as fruits and vegetables have the production potential on an industrial scale with a low price. Most residents in Sukawarna work as farmers of fruits, horticultural crops and vegetables. Farmers sell raw fruit and vegetable products without diversification. To compete with other economic actors, the government, community, and universities must support the development of high-quality commodity products. However, the community still faces some challenges, particularly their skills or expertise, but in this era, the main issues are knowledge when facing change (transformation) and a lack of creativity in managing superior product commodities to increase sales. The aim of this study is to help economic business actors in Sukawarna develop competitive knowledge and skills by referring to the partners' situation and issues. Community empowerment program facilitators were involved to conduct a participatory action research. It was found that there were several partner problem solutions. The first is the training of the economic actors in Sukawarna on how to manage raw commodity products into processed products with added value. Next is marketing assistance to help partners process vegetables from Sukawarna’s main commodity through accurate marketing strategy in communicating the processed product. The last solution is the use of attractive packaging designs and product labels for processed main commodities in Sukawarna to attract potential consumers. The study results recommend the following: an educational program for the transformation of superior commodities into ready-to-use processed products, assistance with marketing strategies, and designing packaging and product labels to market the processed commodities. [ABSTRACT FROM AUTHOR]

The Indonesian cosmetic industry has experienced rapid growth in recent years, requiring the adoption of innovative marketing strategies to remain competitive. This article explores the potential of ChatGPT, an advanced AI language model, in revolutionizing marketing strategy within the Indonesian cosmetic industry. Employing a qualitative research approach and thematic analysis, this study investigates AI-driven marketing strategies, product development, personalization in marketing, ethical considerations, and future research directions. The findings suggest that ChatGPT can significantly enhance customer targeting, market segmentation, pricing strategies, and promotion, as well as contribute to product development and personalized marketing efforts. However, ethical concerns and future research directions warrant further exploration in this rapidly evolving field. [ABSTRACT FROM AUTHOR]

The pandemic affected private tutorings' decrease in the number of students, which led to a financial crisis for the private tutoring. This research helps analyze and find optimal marketing strategies and their position in competition between private tutorings to increase registrants and income of private tutorings. Game theory is used to analyze marketing strategies using user preference data on the decision to select private tutorings. This study finds the optimal strategy and competitive position for private tutoring X is promotion, and private tutoring Y is a learning module. Recommendations are given to improve the marketing strategy. [ABSTRACT FROM AUTHOR]

This study explores the characteristics and marketing tactics of double-roll coal crushers. Coal processing is in high demand in the mining market in China. To empower the mining market's competitiveness, product quality and technical level should be improved persistently. According to the absolute advantage compared with other mining corporations and analysis based on the Boston Matrix, the marketing strategy that should be adopted by the company can be described as 'the missionary selling method' which is very aggressive. In addition to adopting these marketing strategies, there is an opportunity for the interaction between current technological progress and current market demand, which can be seized by the company. We aim to illustrate the advantages and marketing opportunities of double-roll coal crushers and what kind of marketing tactic is suitable for this mining equipment. [ABSTRACT FROM AUTHOR]

This research aims to analyze the image marketing strategy of private educational institutions in increasing student interest at SD Labschool Unesa. In the era of globalization and intense competition, educational institutions are required to implement effective marketing strategies to attract the interest of prospective students and maintain a positive image in the eyes of the public. The research method used is qualitative with a case study approach. Data was obtained through in-depth interviews, observation and documentation. The research results show that SD Labschool Unesa uses various marketing strategies, including the use of social media, community-based promotional activities, and improving the quality of educational services. The implementation of these strategies has succeeded in increasing the interest of new students, as well as strengthening the positive image of the institution among parents and the community. This research provides recommendations for other private educational institutions to optimize their marketing strategies in order to increase attractiveness and public trust.

Education marketing strategy is one of the management that schools must carry out to attract the interest of new students. This research aims to identify research developments related to the theme of educational marketing strategies. This research uses a qualitative approach with bibliometric techniques to investigate the general picture related to educational marketing strategy research. The data in this paper is taken from the Scopus database for 1981-2021, with the document type being articles. The analysis results show the dynamics of increasing and decreasing the number of educational marketing strategy studies. Bibliometric analysis in this study shows theme clusters that develop from the educational marketing strategy theme, the closeness of publication terms (co-occurrence), the most productive authors, and the publishing journals that produce the most educational marketing strategy themes. This research for Islamic education management implies that this research can be a reference for future researchers to study more on the theme of educational marketing strategies in Islamic educational institutions.

This research aims to analyze the influence of User Generated Content (UGC) and Company Generated Content (CGC) as marketing strategies on customer engagement on PT Coca-Cola Indonesia's Instagram. Using observations and questionnaires processed via SPSS, this research involved 105 respondents who had purchased Coca-Cola products and created UGC on Instagram. The research results show that both UGC and CGC have a positive and significant influence on customer engagement. UGC, which includes reviews, photos, videos, and comments from consumers, provides an authentic feel and builds trust and emotional connections with other consumers, thereby increasing engagement. CGC, in the form of advertising, promotional campaigns, and product information from the company, provides structured and high-quality information that supports the company's image. These two types of content complement each other in creating an interactive and dynamic environment, strengthening loyalty, and driving higher brand engagement and conversions.

In this study, the marketing strategy of tourism destination driven by big data is deeply discussed. Firstly, the application of big data in the tourism industry and the current strategy of tourism destination marketing are analyzed, and then the research methods are designed through factor analysis and big data analysis theory. After processing and factor analysis of the collected data, the influence of big data on tourism destination marketing strategy is analyzed, and the possible optimization path is explored. At the same time, the problems and challenges encountered in this process are also found and analyzed. Based on these analysis results, this study provides some theoretical and practical implications to promote the application of big data in tourism destination marketing strategies. Finally, it emphasizes the importance of big data and factor analysis in the formulation of future tourism destination marketing strategy, and puts forward the direction of future research. [ABSTRACT FROM AUTHOR]

With the rise of preventative healthcare needs after the COVID-19 pandemic, tanyaDNA, a genomics company in Indonesia, seeks to introduce Lifestyle and Pharmacogenomic Testing. This study explores using Diffusion of Innovation Theory to create a targeted marketing strategy for this new service. There's a lack of awareness and affordability concerns surrounding the test, along with a knowledge gap between the company, healthcare professionals, and the target market. The research aims to assess the theory's applicability, bridge these understanding gaps, and promote successful integration of the test into Indonesian healthcare. This can inform marketing strategies for other genomics companies looking to expand beyond COVID-19 testing. The study focuses on the JABODETABEK area of Indonesia and utilizes surveys and interviews to gather data. The findings can help bridge the gap between product creators and target markets, especially regarding the perspectives of key healthcare professionals. [ABSTRACT FROM AUTHOR]

Technological progress has had an impact on various fields. The economic sector has not been spared either. With the development of technology businesses, the right strategy must be embraced. This study aims to determine the marketing strategies businesses adopt in trading imported books on the Instagram platform. A qualitative research method was using interviews and documentation data. A total of six businesses were interviewed, and the data was then presented with some analysis. The results indicate that the marketing strategies used by the traders are promotions through Instagram features, market segmentation, and consumer engagement. The paper humbly suggests that businesses may widen their market by adopting other social media and involving e-commerce. In addition, the study argues that businesses must consider several factors in their promotions, such as price, quality, and trend. The paper carries some limitations and comes with several recommendations.

This study addresses the marketing needs of agricultural product shops located at academic institutions in Bangkok, Thailand. The aim was to develop an effective marketing strategy that caters to the diverse consumer groups visiting the farm shop. Data were collected through a structured questionnaire from 400 consumers, including students, faculty members, staff, and outsiders. In-depth interviews and focus group discussions were conducted with store stakeholders to analyze the findings. The study revealed distinct consumer preferences for agricultural products among different groups: staff and professors favor safe products in the evening, students prioritize affordable and ready-to-eat options, and outsiders show similarities with staff and professors but prefer online purchases. The marketing mix factors influencing consumer decisions include product taste, suitable prices, and online publicity. The SWOT analysis highlights strengths in the institute's reputation, weaknesses in management and limited product variety, opportunities in the health-conscious market, and threats from COVID-19. The recommended marketing strategy involves expanding the product range, enhancing online presence, improving product quality, and implementing a delivery system during the pandemic.

With the continuous development of technology, traditional marketing methods no longer meet the needs of the main forces of social consumption, and people urgently need more innovative and personalized marketing strategies. E-commerce companies must develop a comprehensive customer-oriented marketing strategy based on big data and multi-channel to achieve their long-term healthy development. This paper first investigated the impact of the digital economy on e-commerce enterprises, focused on the transformation of the digital economy on the marketing model, expounded the development analysis of e-commerce in the digital economy era, and described the development trend of e-commerce marketing in the digital economy era. Then, this paper expounded the current problems faced by e-commerce enterprises, and discussed the lack of integrity, homogeneity, large-scale marketing strategies, and the lack of analysis and application of big data. After that, this paper put forward the marketing strategy of e-commerce enterprises in the digital economy era, and studied it from three aspects, namely, building a reasonable product management structure, marketing strategy based on customized marketing content, and social media marketing strategy based on information sharing. Then this paper proposed to use genetic algorithm to strengthen the marketing strategy of e-commerce enterprises. Finally, based on experiments and surveys, this paper used genetic algorithms to strengthen the construction of e-commerce enterprise marketing strategy in the digital economy, and concluded that the new e-commerce enterprise marketing strategy was 21% more satisfactory than the traditional new e-commerce enterprise marketing strategy. Through comparison, it can see that the integrity of the marketing plan of the new e-commerce enterprise's marketing strategy was 0.33 higher than that of the traditional e-commerce enterprise's marketing strategy, and the integrity of the promotion strategy was 0.34 higher than that of the traditional e-commerce enterprise's marketing strategy. After using the new e-commerce enterprise marketing strategy, the improved management structure was 0.29 higher than that of the traditional monitoring system, and the high quality of products was 0.18 higher than that of the traditional system.

The purpose of the article is to justify modern approaches to the choice of marketing strategies and to develop practical recommendations for their implementation and management in the activities of agricultural enterprises. The methodological basis of the study was a synthesis of the results of applied research in economics, scientific works of domestic and foreign scientists, which highlighted the basic theories of competitive advantage, competitiveness and marketing management. Results. The article examines the essence of the peculiarities of the system of strategic management of marketing activities of agricultural enterprises, provides a description of marketing strategies for managing the development of the enterprise, outlines methodical approaches to assessing the level of potential of marketing strategies in the activities of agricultural enterprises. The paper formulates the key objectives of marketing activities and allocates the tasks that are key in developing a marketing strategy. Thus, having analysed most of the classifications of marketing strategies, it can be concluded that strategies are developed for each individual enterprise depending on the mission of the enterprise, tactical and strategic development goals. It has been established that when choosing a marketing strategy it is necessary to concentrate efforts on the set goals, main features of the marketing strategy, such as: long-term orientation, based on the results of strategic marketing analysis, certain subordination in the hierarchy of corporate strategies, determined market orientation of activity (in relation to consumers and competitors). In addition, the company's marketing strategy determines its strengths, which allow it to win in competition. Practical results. The publication identifies specific features of marketing management of formation and implementation of strategies of innovative development of agricultural enterprises. The main factors of the external and internal environment that determine the adaptation of marketing activities and the management system of agricultural enterprises to their changes are noted. The proposed system of the competitive strategy of the enterprise, which includes a separate set of strategies: the ability to form competitive advantages, the application of the competitive strategy and the effective use of the competitive strategy of the enterprise. Value/Originality. The article systemises main types of marketing strategies, competitive strategies and strategies of innovation development. The competitive approach is based on the strategy and tactics of counteracting competitors. Within this approach, two ways of achieving competitive advantages can be used: the marketing strategy of the leader and the strategy of sustainable development of the competitive environment.

Entrepreneurs are currently implementing marketing strategies to sell goods and services through e-commerce systems. E-commerce is used for business development in marketing. One of the Micro, Small, and Medium Enterprises (MSMEs) that use the e-commerce system is the Abon Ikan Kardina MSME. Abon Ikan Kardina has used e-commerce in its marketing strategy efforts but has not been effective because offline sales are more than through e-commerce. The research objectives were to identify the implementation of marketing strategies through e-commerce at MSME Abon Ikan Kardina and formulate marketing strategies through e-commerce at MSME Abon Ikan Kardina. The research was conducted from March to May 2023 at the Abon Ikan Kardina UMKM. The research method used was descriptive qualitative, using SWOT and AHP analyses. The results showed that implementating marketing strategies through e-commerce at MSME Abon Ikan Kardina is seen in several uses of e-commerce applications and social media in the form of Shopee, Facebook, Instagram, and WhatsApp. Based on the results of SWOT and AHP analyses, it is known that implementing marketing strategies through e-commerce at Abon Ikan Kardina MSMEs is seen from the use of several e-commerce and social media applications such as Shopee, Facebook, Instagram, and WhatsApp. The Abon Ikan Kardina MSMEs' product content supports these applications' use. Four priority strategies in the formulation of marketing strategies through e-commerce at Abon Ikan Kardina MSMEs are: (1) improving and maintaining product quality, (2) providing good product quality information to be trusted in the market, (3) providing training for human resources to understand e-commerce and bookkeeping, and (4) regularly updating content on each social media account.

The question is centered around connected (Internet of Things) Fitness Machines which virtually transport the user of the machine to a destination (Spain, Italy, St. Lucia, Fiji, New Zealand to name a few) while the user is engaged in some form of fitness activity (running, walking, rowing, cycling, etc.). The intended idea or primary marketing message is that the user gets a 'personal' trainer to aid in their fitness journey while at the same time enjoying the 'outdoors' in the comfort of their home. The seemingly unintended consequence is that each 'outdoor' location is marketed uninterrupted for 15 to 30 minutes at least. This begs the question - will these connected machines encroach on traditional advertising expenditure for destination marketing? Can connected (internet of things) Fitness machines move two product categories from Red Ocean competitiveness to Blue Ocean Competitiveness? Does the signaling engagement positively affect customer choice/willingness to choose a destination? [ABSTRACT FROM AUTHOR]

The improvement of the level of informationization and the development of network science and technology have prompted the transformation of marketing methods, and the requirements of the market for the management of enterprise marketing strategy are also improving. This paper integrates the process of enterprise management and enterprise marketing strategy construction, and constructs the model of continuous marketing ability according to the system of enterprise marketing strategy operation ability and marketing strategy construction process, and constructs the model of enterprise management and enterprise constant marketing ability. From the perspective of resources and competition, the enterprise marketing power model and marketing resource allocation model are proposed and analyzed. Combined with the market research data, the user groups of R Vehicles Ltd. are characterized. With the help of LDA method, the theme capture of multi-platform user evaluation text is carried out to establish the product word-of-mouth marketing model. According to the enterprise marketing grid resource demand, BP neural network is constructed to predict the enterprise marketing expenses and evaluate the efficiency of marketing resource allocation. The analysis shows that the company’s marketing staff salary accounts for 0.4909 of the total marketing resources, resulting in a waste of resources, and thus the company should adjust the ratio of marketing resource allocation, focusing on the input to output ratio.

With the rapid development of big data Internet technology in recent years, the national fitness exercise and dance competition have flourished under the strategic background of national fitness, and the scale of the event, as well as the number of participants, has grown rapidly, and the country has begun to make reasonable adjustments to the construction of sports culture and has attached importance to the reform and innovation of the work of sports culture construction. This paper uses the literature method, logical analysis method, and other research methods to analyze the position of the national fitness exercise and dance through SWOT, and formulate the marketing strategy of the national fitness exercise and dance event, to provide some theoretical reference basis for the relevant event organizers. With the marketing strategy of national fitness exercise and dance events as the theoretical basis, the hierarchical structure of the big data platform of sports culture construction system and the logical structure of the sports data warehouse are analyzed and established through the support of big data Internet technology, and finally, the data model of sports culture construction platform based on big data Internet technology is constructed. The marketing strategy of national fitness exercise and dance events is a brand new marketing model built on big data technology and modern sports marketing theory. With the development of big data Internet technology, national fitness exercise and dance event marketing will certainly bring a positive impact on the audience and promotion channels of fitness exercise events. The scope of participation expands year by year, the number of participants expands year by year, the number of participants rises year by year, etc., thus promoting the healthy and rapid development of national fitness exercise and dance event marketing and sports culture construction plays a positive role.

The advent of the era of artificial intelligence provides technical support for cross-border e-commerce marketing to break the traditional competitive model and make efforts to build an online shopping platform that can meet international sellers’ and consumers’ transactions at any time around the world. This paper constructs a cross-border e-commerce marketing strategy optimization model based on deep reinforcement learning and convolutional neural network under artificial intelligence technology and explores the optimization method of the cross-border e-commerce marketing strategy by verifying the accuracy of the model and mining and analyzing the example data of Company A’s cross-border e-commerce platform. From the data, the accuracy of the deep convolutional neural network model is 99.47%, the proportion of beauty and beauty, mother and child care, and medical and health products in the product marketing strategy is 79.92%, 71.48%, and 59.93%, respectively, and the proportion of search traffic of the top three keywords in the search channel marketing is 42.69%, 31.23%, and 22.65%, respectively, and the ranking of the bottom The average traffic search of the seven types of keywords is less than 10%. This also shows that the optimization of a cross-border e-commerce marketing strategy based on the deep convolutional neural network can clearly analyze the data in the current marketing strategy, guide how to optimize the marketing strategy based on the data, and then improve the economic benefits of cross-border e-commerce enterprises. Applying a deep convolutional neural network model in a cross-border e-commerce marketing strategy also provides a direction for the new development field of artificial intelligence technology, which is beneficial to the further development of artificial intelligence technology.

This study aims to evaluate the marketing strategy of financing products implemented by Baitul Mal Wat Tamwil (BMT) Rizwa Manbaul Ulum Rejotangan Tulungagung and identify inhibiting and supporting factors in the implementation of financing product marketing strategies in BMT. This study used qualitative research methods, which include observation and interviews. The results showed that BMT Rizwa Manbaul Ulum Rejotangan Tulungagung used a marketing strategy through distributing brochures to the public. Thus, this strategy has not attracted significant customer interest. In addition, there are still certain areas in the red zone criteria, in the sense that the red zone criteria here are the existence of certain community areas that are included in the community area that have negative characters or thoughts about financing products at BMT Rizwa Manba'ul 'Ulum, for example, there are some people who think that financing products at BMT Rizwa Manba'ul 'Ulum have very difficult and burdensome requirements. Therefore, this study suggests improving marketing strategies implemented by BMT Rizwa Manbaul Ulum Rejotangan Tulungagung, such as taking a family approach, promoting through social media, distributing brochures to a wider area, conducting socialization to the surrounding community, and installing banners in front of the BMT office. In addition, this study also confirms the importance of collaboration and cooperation between Islamic financial institutions and other parties in increasing the number of customers and the development of BMT. [ABSTRACT FROM AUTHOR]

Despite the steady rise of electric vehicles (EVs) in other countries, the Philippines has yet to capitalize on its proliferation due to several mixed concerns. Status, socio-demographic characteristics, and availability have been the main concerns with purchasing EVs in the country. Consumer segmentation and analysis for EV acceptance and utility in the Philippines were determined in this study due to the need for understanding consumer preferences and market segmentation towards EVs in the Philippines. A total of 311 valid responses coming from EV owners were collected through purposive and snowball sampling approaches. The data were collected via face-to-face distribution and online distribution of a questionnaire covering demographic characteristics for market segmentation. Demographic data such as gender, age, residence type, car ownership, and income were used to identify consumer segments using the K-means clustering approach. Jupyter Notebook v7.1.3 was used for the overall analysis, and the number of clusters was optimized, ensuring precise segmentation. The results indicated a strong correlation between car ownership and the ability to purchase EVs, where K-means clustering effectively identified consumer groups. The groupings also included “Not Capable at All” to “Highly Capable” individuals based on their likelihood to purchase EVs. Based on the results, the core-value customers of EVs are male, older than 55 years old, live in urban areas, own a vehicle and car insurance, and have a monthly income of more than PHP 130,000. Following those are high-value customers, considered target users expected to use EVs frequently. It could be posited that customers are frequent purchasers of products and services. Based on the results, high-value customers are male, aged 36–45 years old, live in urban areas, own a car, have car insurance, and have a monthly income of PHP 100,001–130,000. Both of these should be highly considered by EV industries, as these characteristics would be the driving market of EVs in the Philippines. The constructed segmentation provided valuable insights for the EV industry, academic institutions, and policymakers, offering a foundation for targeted marketing strategies and promoting EV adoption in the Philippines. Moreover, the sustainable marketing strategies developed could be adopted and extended among other developing countries wanting to adopt EVs for utility. Future works are also suggested based on the study limitations for researchers to consider as study extensions, such as a holistic approach to EV adoption that considers environmental, social, and economic factors, as well as policies and promotion development.

In today’s business environment, it is important to have effective tools to develop and maintain a successful online marketing enterprise. Strategic use of online resources can significantly increase sales, increase brand awareness, and improve interaction with the audience. Tools for analyzing, planning, and implementing online marketing strategies are becoming key factors in ensuring the competitiveness and sustainability of enterprises in the digital age. This article explores the modern tools of the Internet marketing strategy, highlighting its key components and impact on the successful operation of enterprises in the modern digital world. The article demonstrates the use of Internet marketing on the example of a company specializing in the production of modern facing and insulation materials for facade and interior decoration. It is highlighted that the use of marketing in the Internet environment cannot be a universal template strategy, since each enterprise forms its own strategy by analyzing the target audience, assessing the competitive landscape and taking into account its own business goals. It is found that the definition of an effective Internet marketing strategy is the result of a unique approach of each enterprise to solving its own tasks and meets its specific needs and conditions. In addition, this paper examines the essence of the concept of "Internet marketing", considers various options for interpreting this definition offered in scientific sources. The importance of continuous improvement of marketing strategies for the successful operation of an enterprise in a rapidly changing information environment, introduction of new technologies and increased competition for consumer attention is emphasized. It is noted that this process is continuous and critical for achieving success in modern business.

A large amount of user data on network platforms contains rich treasures, and the mining and development of user consumption behavior in combination with big data provide new possibilities for enterprise precision marketing. In this paper, a consumption behavior prediction model is constructed based on context-aware data and support vector machine classification algorithm, and interactive information collection is used to collect contextual data of user consumption behavior and consumption behavior cycle data. Combined with the support vector machine classification algorithm, the collected behavioral consumption data is divided into hyperplanes, and for nonlinear data, the method of placing the corresponding behavioral data in hyperplanes in the feature space is proposed. The selection of consumption behavior features is obtained using the min-max normalization process, and behavior prediction is carried out on this basis. The results show that the context-aware behavioral prediction model in this paper has the highest R-value, F1 value and NDCG among all models in Top-10, which are 0.796, 0.645 and 0.878, respectively. The two-stage prediction method in the behavioral prediction model can achieve a 98.15% data capture rate, which can accurately obtain the number of these users so as to formulate an accurate marketing strategy.

Amidst technological growth and its environmental implications, there’s a global push for sustainable development using ethical methods that benefit both the planet and humanity. This underscores a rising corporate trend towards sustainability. Adopting this approach requires fresh methods and technologies to influence behavior changes. Consequently, marketing, when aligned with sustainability principles, becomes a pivotal tool for businesses transitioning to sustainable practices. The food industry, like other sectors, is not exempt from these considerations. This article focuses on examining how food industries in Lebanon are incorporating sustainable development principles into their marketing strategies. By studying their approaches, we aim to identify the level of integration of sustainability within the marketing practices of these industries, identify gaps, and to bring the future scientific research directions in marketing management. Thus, this research is conducted following the post-positivist paradigm and following a hypothetical-deductive approach. Hence the qualitative research and expert evaluation used to collect data due to its applicability to the context of the study. The target respondents are managers of the agri-food industries in order to measure the good practices of sustainable development of these industries and their Marketing strategy based on the 4Ps. Lebanon’s distinct challenges, from environmental to economic, call for specialized solutions. Achieving sustainability involves grasping local nuances, engaging stakeholders, and connecting different sectors. Sustainable marketing emphasizes local products and community ties, offering potential for significant change. The study indicates agri-food businesses mainly focus on environmental and economic elements. Yet, the research faced hurdles, like the pandemic, highlighting the need for context-awareness.

The competition of entrepreneur-based private universities in Makassar City is very competitive. Some universities present entrepreneurship as additional learning on campus, but there are also those who make it a course. This is driven by fierce job competition, where companies want employees to have attractive and superior characteristics. This factor will affect the loyalty of customers. The purpose of this study was to find out what strategy STIE Ciputra used in branding itself as an Entreprenaurship-based private university in the city of Makassar. The research data was obtained by making observations and interviews with the Head of STIE Ciputra Makassar where the author concluded that there are 2 strategies used by STIE Ciputra, namely above the line and also below the line to introduce STIE Ciputra to the wider community besides that the division of roles carried out by the leader is very helpful in managing the branding strategy.