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In this paper, we investigate the importance of Customer Lifetime Value (CLV) as part of the modern marketing strategy. There is no doubt that CLV is one of the most important metrics to be considered in Customer Relationship Management and Relationship Marketing. It represents an instrument meant to enhance the client's loyalty and to bring some clearance for the marketing strategies regarding the customer segmentation. At the same time, it is one of the most difficult to calculate. As part of this study, we explore how the concept is approached in the academic literature, the notoriety of the concept, the areas, and the topics with which it is associated. In this investigation, we are using WordStat and QDA Miner software applications for content analysis and text mining aiming to extract themes and trends regarding the approached topic from a significant number of academic articles.

In this study we intended, in the first place, to analyse and determine if the online environment represents an efficient environment for promoting educational services offered by higher education institutions in Romania. Another major objective of this paper is to describe a context in which online marketing tools like Facebook and Google AdWords could contribute to promote higher education services in the online environment. In order to achieve the goal, a causal research based on experiment was designed and implemented. The type of the experiment is 'before-after with control group', design. For conducting the experiment, after developing the landing page, two advertising campaigns were designed: one of them through the tools offered by Facebook and the other one by using Google AdWords. The test units considered are two masters of the faculty of economics (one master is the experimental unit and the other is for control). The independent variable is the extent to which the masters are promoted in the online environment and the dependent variable is the number of students enrolled in the two masters during the admission period. Based on the results from this experiment, but also on data of other studies, we consider that the best results in designing online promotion campaigns for higher education institutions - when considering the tools involved in this experiment - are obtained when they are used as complementary tools. According with our observations, Google AdWords has more potential for attracting prospective students on the landing pages containing information dedicated to them, but Facebook’s features can be successfully used in particular for creating and developing relationships with potential students so that they will subsequently want to become students of that institution.

The aim of this paper is to give necessary and sufficient conditions for uniform exponential stability of evolution operators in Banach spaces. Thus, there are obtained generalizations of some theorems due to Datko, Neerven, Clark, Latushkin, Montgomery-Smith, Randolph, van Minh, Räbiger and Schnaubelt.

The image we have about a country has a huge impact on how we view it as a tourist destination, a place to invest in, or a place to buy the brands we love from. In todays globalised market the battle for tourism, exports, and inward investment is extremely intense as brands have become more and more the vehicles for communicating national identity.

The European Union is currently affected by the financial crisis that spread internationally. The member states face difficulties such as price volatility, uncertainties, liquidity issues, cases of bankruptcy, increased unemployment rate, and decreasing GDP. The present paper analyses the challenges faced under these new circumstances by the European companies and their stakeholders. By taking into consideration the threats and weaknesses faced by firms and other interested parties, we emphasize the importance that transparency and communication among companies and their stakeholder have in overcoming financial difficulties.

The aim of this paper is to present the potential which could be offered by managing databases in direct marketing through gathering the information that could offer the shortest and efficient way to the clients needs. The paper includes the necessary steps to make this activity a real success

We present a new approach for the theorems of Perron type for exponential expansiveness of one-parameter semigroups in terms of l^p(N, X) spaces. We prove that an exponentially bounded semigroup is exponentially expansive if and only if the pair (l^p (N, X), l^q(N, X)) is completely admissible relative to a discrete equation associated to the semigroup, where p, q ∈ [1, ∞), p ≥ q. We apply our results in order to obtain very general characterizations for exponential expansiveness of C_0-semigroups in terms of the complete admissibility of the pair (L^ p (R_+ , X), L^ q (R_+ , X)) and for exponential dichotomy, respectively, in terms of the admissibility of the pair (L^p(R_+,X), L^q(R_+,X)).

The current work aims to present the impact of mass media on young people's behaviour from the standpoint of marketing, beginning with an analysis of this impact treated in the specialized literature and continuing with a verification study on a specific group of students. The topics covered in this paper, meant to be the first in a series of deeper investigations into this area, focus on the elements that have an impact on the young consumer's mental system and mass media influence factors, and a study on specific impact elements like video games, smartphones, and social networks, particularly TikTok. The mass media component will focus on both content elements and mass media supports, from their well-established perspectives, such as: television, radio, print, electronic, and Internet media, social networks, telephony, and video games. The target audience for the study will be young people, with a focus on young students from a faculty of economic sciences. The research will attempt to capture the influential aspects of mass media that this audience prefers to access, including the Internet, the most popular social networks, mobile phones, and other commonly used devices.

n recent decades, technological development has experienced significant acceleration, and smart devices are now widely available. Romanian e-commerce market, although ahead of countries like Greece, Portugal, Italy or Bulgaria, has still a long way to go before reaching its full potential. The purpose of this paper is to analyse the online shopping behaviour of Romanians. For this, we analyzed statistic data on internet access and online purchases and discussed the findings of an online purchase behaviour survey of 580 Romanian respondents. The main findings of the survey suggest that, while 64 percent of respondents prefer online shopping to the classic non-virtual shopping, the top three risks that worry potential online Romanian buyers are: fake online reviews, uncertain quality of goods, and unreliable match. 5G technologies, ultra-fast smart devices, lack of borders in online commerce are already present, so the future belongs to those who will know how to adapt and anticipate the needs of online shoppers.

Bibliometric research has recently gained much interest from academics seeking to investigate a particular topic. This study aims to explore the interest of marketing specialists in investigating marketing-related topics using bibliometric analysis. The paper includes the following sections: general information about bibliometric analysis, research methodology and how the database of articles was designed, data analysis results, conclusions and other insights. In this study, we considered the Scopus database for selecting the set of scientific papers. The applications used in the data analysis process are VOSviewer and QDA Miner. To achieve the purpose of the research, we analysed the productivity and impact of countries, journals and papers on the topic of bibliometric analysis in marketing. We also tried to identify the marketing-related concepts that generated the most interest from the specialists in their bibliometric analysis. The study aims to highlight the favorite topics related to marketing that specialists are interested in exploring through bibliometric research.