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Marketing products/services internationally entails a bold decision that has high-cost implications and significant performance consequences: Should the firm standardize or adapt its marketing strategy across borders? The dilemma is a seminal issue, and perhaps the most enduring in international marketing scholarship. However, despite the voluminous work on the topic, an ontological assumption induces inconclusive conceptualizations and impedes theoretical advancement. The author contends that a self-contained, atomistic representation of the standardization/adaptation decision is such an impediment. This work problematizes a portrayal of the decision as if it is taken following a detached, own judgment of broad environmental contingencies. In turn, the study builds on fit literature and promotes an alternative perspective that acknowledges relational imperatives for requisite theorizing. Hence, standardization/adaptation is framed as a coconstituted process toward relational fit, with international marketing strategies being contingent on the role of significant "others." [ABSTRACT FROM AUTHOR]

The Silver Generation, the population made up of older adults, in countries like Spain and those in its immediate surroundings, represents a demographic segment in constant growth, as a consequence of the increase in life expectancy, and with an increasingly greater percentage weight on the total population, due to the decrease in the birth rate. The main objective of this work is to know and analyze the characteristics and behaviors of this diverse and heterogeneous demographic profile, which is gradually adapting to the use of new technologies, including their preferences regarding the different channels or media they use, the way they relate to the offering companies and their products and services, as well as their assessment of the effectiveness of current marketing strategies aimed at older people. A quantitative methodology has been used, based on a primary source, a survey carried out on people over 55 years of age residing in Spain. The results reflect the existence of significant discontent regarding advertising campaigns directed towards that generation, since they estimate that they do not use the most appropriate channels and coherent strategies, and they are not developed with respect to their way of being and thinking. It is concluded that personalization in treatment, the generation of trust and improving accessibility to new purchasing systems should allow for solid and lasting commercial relationships between companies and this generation. [ABSTRACT FROM AUTHOR]

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Marketing mix strategy plays an important role and serves as a road map for achieving organizational and marketing objectives. An effective marketing mix in the food brand segment strengthens the product's image, recognition, perception and market share by offering superior value to its customers. The purpose of this case study was to review the marketing mix strategy of a local spice brand with a focus on the bottom of the pyramid (BOP) customers. The case revolved around many questions, encompassing several aspects related to brand marketing, marketing mix strategies, communication and brand distribution, and the company's core values and vision and its alignment with the mission. The data for this case study were acquired from secondary sources. The information set highlighted the marketing mix and raised questions regarding the underlined challenges faced by the brand for penetrating and maintaining its presence in the market. [ABSTRACT FROM AUTHOR]

One of the KURs that is in great demand by the public is the Sharia KUR at Pegadaian. KUR Syariah Pegadaian is a loan facility provided by PT. Pawnshop to customers who have a productive business to be used as a fund for their business development. The nominal loan limit is up to IDR 10 million with a term that can be chosen from 12 to 36 months. The objective of this study is to find out the marketing strategy used to increase revenue through the pawnshop Sharia KUR product, the marketing inhibiting factor by PT Pegadaian Syariah Unit Bone to increase revenue through the pawnshop Sharia KUR product and the effectiveness of the marketing strategy of the Sharia KUR product in increasing the revenue of PT Pegadaian Syariah Unit Bone. This study uses a field research method. The approach used is a qualitative approach. In this study, the data collection techniques used are interviews, observations and documentation. The data analysis technique that will be used in this study is SWOT analysis. Based on the results of the research, it was obtained that the marketing strategy of KUR Syariah Pegadaian products in the Bone unit branch is proven through several aspects, namely efforts to provide clear and easy-to-understand information, strengthen consumer trust in products and ensure their engagement, reach the right target market, maximize the use of resources, increase the conversion of leads into customers, and strengthen company relationships with the right audience and providing education about KUR Sharia products reduces the uncertainty of prospective customers, increases trust in products, and encourages smart financial decision-making in accordance with Sharia values. Factors that hinder the marketing of PT Pegadaian Syariah Unit Bone in increasing revenue through KUR Syariah products include a lack of socialization and education to the public, competition with other financial institutions, limited human resources, and changes in government regulations. The marketing strategy of Pegadaian Sharia KUR products is effective in increasing the revenue of PT Pegadaian Syariah Unit Bone. This can be seen from the results of the SWOT analysis above, which shows that the IFAS matrix shows that the strengths and weaknesses have a total score of 3.47. This indicates that the marketing strategy of KUR Syariah products in an effort to increase the revenue of PT Pegadaian Syariah Unit Bone is in such a strong internal position. Furthermore, the EFAS matrix shows that the opportunity and threat factors have a total score of 3.14. This indicates that the marketing strategy of KUR sharia products in an effort to increase the revenue of PT Pegadaian Syariah Unit Bone can respond to the opportunities that exist by avoiding threats. [ABSTRACT FROM AUTHOR]

Casinos operate in a competitive environment. Relationship marketing has become a central focus of casino marketing practice. However, the literature lacks any clearly identified marketing strategies for customer acquisition and retention. This article employs a systematic literature review method to identify and delineate acquisition and retention strategies for the casino sector. The findings revealed measures and antecedents for customer acquisition, retention, casino consumption, and loyalty. The study draws on these findings to present a conceptual model that categorizes customer acquisition and retention strategies. Suggestions and recommendations are highlighted for practitioners and researchers. [ABSTRACT FROM AUTHOR]

Blind boxes have swiftly emerged as a prominent marketing strategy in tourism. Based on information gap theory, this research aims to explore how to optimize marketing effectiveness through varying levels of information gap. Findings show that a moderate-level information gap triggers stronger impulsive purchase intention than a high-level information gap, with curiosity and anxiety perception mediating the effect. Moreover, consumers with a low-risk propensity are particularly sensitive to the impact of the information gap level. These findings contribute theoretically and provide practical guidance for optimizing the marketing of plane ticket blind boxes. [ABSTRACT FROM AUTHOR]

For “centuries” manufacturers have been using marketing tools to disseminate information to customers regarding their products. The development of internet has forced companies to use digital technologies to interact with customers and tell them about their products. The purpose of this study was to analyse the impact of digital marketing on brand awareness among the customers of sportswear in Dar es Salaam City, Tanzania. This study applied analytic crosssectional design to analyse quantitative collected from sportswear customers that were selected using simple random technique. The data was gathered using structured questionnaire from 250 sportswear customers in Kigamboni and Kinondoni districts. Data were analysed using descriptive statistics and multiple linear regression model. The findings of this study indicate that, five marketing tools namely, content marketing, social media marketing, affiliate marketing, paid advertising marketing and pay-per-click marketing have positive and significant impact on brand awareness. On the contrary, e-mail marketing was found to have non-significant impact on brand awareness. This study has informed customers that searching for information regarding sportswear products is less time consuming and low cost. Moreover, this study informs sportswear manufacturers have to use more paid advertisements marketing since they capture more customers. Based on the findings, this study recommends that sportswear to invest heavy and continue to improve their paid advertising and pay-per-click marketing campaigns and to combine digital marketing and traditional marketing strategies for effective ad wide coverage in order to achieve higher brand awareness. The two-marketing media can create a synergy that is more beneficial than using either medium separately. [ABSTRACT FROM AUTHOR]

Integrated Marketing Communication (IMC) represents a pivotal approach in contemporary business, emphasising the coordination and integration of various communication tools to achieve a coherent and consistent message. This research investigates how Croatian companies have integrated IMC into their marketing strategies within the Croatian business environment. The findings indicate a growing trend of adopting this integrated approach, with a primary focus on consistency, personalisation and effectiveness of IMC activities. A synergy between marketing communication channels and an emphasis on adaptable, innovative IMC strategies has been recognised. However, challenges such as inter-departmental coordination within companies and optimisation of IMC strategies are pointed out as areas that require further attention. Despite these challenges, Croatian companies recognise the importance and potential of IMC as a strategic tool to enhance their market visibility and competitive advantage. Considering the dynamism of the market environment, continuous innovation, education, and adaptation are crucial for achieving the long-term success of IMC strategies. [ABSTRACT FROM AUTHOR]

Companies spend their social media advertising on several platforms, including Facebook, Instagram, TikTok, and Xiaohongshu. The proliferation of technology and the increasing accessibility for individuals to establish careers on social media platforms have led to the emergence of influencer marketing as a strategy that can foster consumer engagement within these platforms and perhaps impact brand loyalty. This study examines the effect of influencers marketing approach in the Malaysian context, taking into consideration the growing prominence of this phenomenon. This study utilized descriptive analysis to offer generalizable recommendations for companies regarding the effect of adopting the influencer marketing approach as a strategic method. The findings of this study provide valuable insights for companies seeking to develop their marketing strategies and promote consumer engagement to expand their market position. [ABSTRACT FROM AUTHOR]

Global mobile marketers are intensifying efforts to promote mobile applications, yet little literature addresses the effectiveness of these strategies on consumer adoption. This study investigates the impact of two mobile marketing strategies—in-app coupons and group-coupons—on mobile app adoption, considering the installed user base moderation. Utilizing data from a Chinese shopping mall, this study shows that both strategies can foster adoption, with opposite moderating effects from existing adopters. Two experiments validate social influence and scarcity perception as underlying mechanisms. These findings highlight the dynamic nature of mobile marketing, urging global mobile marketers to consider this in their strategies. [ABSTRACT FROM AUTHOR]

This research investigates how individuals' regulatory orientations influence their utilization of store promotions through two meticulously designed studies in distinct contexts. The first study examines innate cognitive inclinations, while the second manipulates cognitive orientations within specific contexts. The findings reveal a significant relationship between regulatory orientations and store promotion usage, which is moderated by impulsivity and engagement levels. Importantly, this study addresses a critical gap in the existing literature by examining the same concept from two distinct cognitive perspectives, enhancing our understanding of the intricate interplay between regulatory orientations and store promotion utilization. The implications are twofold. Firstly, for retailers, this research offers practical significance by suggesting in-store promotions specially tailored for promotion-oriented individuals and more deliberative out-of-store promotions to capture the attention of prevention-oriented individuals, ultimately enhancing marketing effectiveness. Secondly, from a theoretical standpoint, this study contributes to a deeper understanding of the complex relationship between regulatory orientations, cognitive processes, and consumer behavior, thus enriching the theoretical foundation of the field. This research is particularly relevant to scholars and practitioners in marketing, psychology, and retail management, providing valuable insights into consumer behavior and the formulation of marketing strategies. [ABSTRACT FROM AUTHOR]

The efficient treatment of anxiety-related disorders and memory recall is significant, regarding the occurrence of these disorders and their relationship with poor psychology operational. Thus, this study aims to measure the modern evidence on the efficacy of CBT on anxiety- disorders and memory recall in elderly in Amman, Jordan. Quasi-experimental intervention was conducted combined with qualitative approach. Purposive sampling method was used to sample 46 elderly resident in Amman. Feedback and observation were used to collect qualitative data. The tests of “The State-Trait Anxiety Inventory” (STAI), “Rey Auditory Verbal Learning Test” (RAVLT), and Narrative Recall Assessment (NRA) were used to collect the data. SPSS 25.0 and NVivo software analyzed the data. The findings show that the Cognitive Behavioral Therapy program has a positive effect on anxiety decreasing, memory function and recalling in elderly people. Three major themes emerged “improved coping, increased confidence, positive engagement”. The positive findings highlight the importance of personalized CBT interventions in improving mental health among elderly people residing within an institutionalized care setting. The study contributions, recommendations, and future directions were explained at the end of the study. [ABSTRACT FROM AUTHOR]

Purpose: The study aims to analyze consumer reaction to counterintuitive communication linked to the LGBTQIAP+ cause. Design/methodology/approach: The theoretical framework focused on marketing communication, counterintuitive communication and the insertion of the LGBTQIAP+ issue in them. A hypothetical-deductive approach was adopted, carried out through an online experiment with a factorial design 2 (high involvement product − wedding ring × low involvement − perfume) × 2 (homosexual couple − counterintuitive × heterosexual − intuitive), with two subsequent steps: eye tracker collection (n = 21) and questionnaire application (n = 136). Findings: It was possible to attest to the differences between traditional (intuitive) and counterintuitive marketing communications, identified both in terms of visualizations and fixations (eye tracking), and objective responses (online questionnaire), finding more positive consumer behavior in the case of counterintuitive communication with insertion of the LGBTQIAP+ cause. Research limitations/implications: Marketing communication has great potential to create "new/other" values and worldviews, thus having an important role in social responsibility that goes beyond the marketing sphere. Precisely in this context, the study contributes to endorse the literature concerning counterintuitive communication, reinforcing the increasing importance and favorable scenario for its practice, as well as highlighting its importance as an efficient marketing strategy. Originality/value: The study extends the understanding of counterintuitive communication with the scope of an investigation linked to the LGBTQIAP+ cause, especially from the perspective of the receiving public, the consumers. Furthermore, it advances in the sense of aggregating empirical evidence by means of both exploratory (with neuroscientific technique as eye tracking) and explanatory factors. [ABSTRACT FROM AUTHOR]

This article examines the adaptation of marketing to the evolution of the information society and the impact of advanced digital technologies on marketing strategies. In an era dominated by the rapid flow of information, organizations need to adjust their tactics to respond to the needs and behaviors of modern consumers. The author explores the role of data usage and big data analysis, digital marketing and online influencers, as well as personalization and customer experience as key elements in contemporary marketing. Integrating these aspects into marketing strategies can support building stronger customer relationships, achieving greater relevance in the market, and meeting business objectives in a competitive and dynamic environment. The paper provides a comprehensive perspective on current trends and future directions in modern marketing, highlighting the need for continuous adaptation to technological and social changes in the context of an evolving information economy. [ABSTRACT FROM AUTHOR]

Abstract The purpose of this research is to present the fintech market development model with an emphasis on existing challenges and strategies. The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The method of data collection and analysis is interview and thematic analysis in the qualitative part, and questionnaire and content validity technique (CVR) and semi-structured interview data collection tool in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty of working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and also training to the customer. Extended Abstract Introduction Every day, people see a lot of advertisements everywhere; from bus stop, street banner, shopping mall to magazine, TV, computer, mobile etc. However, more often than not, these ads feel like annoying information that the general public is forced to see. For this reason, professional marketers need to redefine their marketing idea. They should understand that marketing is not only about sales and advertising, but also fulfills customer needs in order to overcome constraints (Sheth & Parvatiyar, 2021). On the other hand; with the digital trend, the financial sector has started to apply and implement technology in its workflow. More and more start-ups have formed to provide digital financial services. Some of the companies that provide online payment gateway are pioneers in this field which is widely used all over the world. In addition, more and more investors are spending on new technologies; they are competing with each other in an effort to improve security and user convenience. Financial technology companies are trying to attract users with new mobile phone features, capabilities and technologies. Recently, the blockchain concept has also opened new solutions for security issues; therefore, fintech tools have become the most popular digital services and have the largest share of fintech stocks worldwide (Fernandez-Vazquez et al, 2019). In the meantime, financial technology (Fintech) as a technological innovation has been considered especially important for the development path of countries. This is due to its potential to promote financial inclusion so that more people can access financial services (Demirguc-Kunt et al, 2018). Based on this, the current research is looking for an answer to this question: What is the fintech market development model with an emphasis on existing challenges and strategies? Theoretical Framework marketing strategy When companies enter a new market, they will most likely face thousands of challenges and risks related to establishing their operations and acceptance of their offers by new customers, and the company will compete for market share with other companies that already have supply chains, distribution channels and already established customer bases (Luo, 2022). Foreignness, geographic distance, and characteristics of the home market all contribute to these challenges in new markets. This issue applies more in emerging markets such as fintech (Khan & Khan, 2021). In this regard, Gaur et al, (2011) argue that emerging market challenges lead to higher external liability. These challenges include large heterogeneous populations with low incomes, inadequate infrastructure, lack of resources, corruption, and in general, with structural flaws (Barnard & Luiz, 2018). From the point of view of marketing strategy, companies adapt their marketing strategies to achieve a competitive advantage when entering a new market. Once a company has decided to expand into a new market and adopt its marketing strategy, the question of what changes will be necessary for this particular context will arise. In this regard, Sharmelly & Klarin (2021) described implicit concepts for segmentation, product variety, pricing, distribution, and communication methods of the company. They argue that segmentation costs are high, and that mass media marketing is not well adapted to emerging markets. Also, the offered products need to be functional and also made to not become obsolete quickly. Shadbakhsh (2023) investigated the impact of using sustainable marketing strategies on the performance of digital businesses with the mediation of information technology in the country's real estate industry. The results showed that marketing trends and sustainable marketing experiences have a positive effect on the performance of the studied companies. Also, marketing trends, sustainable marketing experiences, and sustainable marketing strategies have a positive effect on the performance of selected companies. Barrio Oton (2021) in a research investigated the social media marketing in the fintech ecosystem in Monfer Startup Company. For this purpose, a detailed study of the fintech private equity industry was conducted through Porter's 5 forces model, along with an explanation of the Monfer startup case through the blue ocean strategy canvas. Then, secondary data including statistical insights were collected directly from the company. This study was further designed by analyzing the internal and external situation and concluded with a strategic planning model and setting goals through the framework of smart goals. Research methodology The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The data collection tool is a semi-structured interview. Research findings For data analysis, thematic analysis was used in the qualitative part, and content validity technique (CVR) was used in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and training to the customer. Conclusion The current research has been carried out with the aim of presenting the fintech market development model with an emphasis on existing challenges and strategies. The results of the present research is aligned with the results of Shadbakhsh (2023), Barrio Oton (2021), Pazhoheshfar & Biabani (2021), Hammerschlag et al, (2020), Nurjanah et al, (2020), and Noami et al, (2019). The results of Shadbakhsh (2023) showed that marketing trends and sustainable marketing experiences have a positive effect on the performance of the studied companies. Also, marketing trends, sustainable marketing experiences and sustainable marketing strategies have a positive effect on the performance of selected companies. According to the results of the research, the following suggestions were presented: Effective market development strategies often require local community involvement in marketing, product distribution and product awareness. In general, using local people to distribute products is important to the success of a marketing strategy. Local people understand the nuances of the market and can help distribute products in the most efficient and cost-effective way. Finding local people often has to be done through field research, but can also be achieved through networking. The reason for this is that the community plays a major role in Iranian culture and people are more likely to use a product if it is approved by a member of the community. In creating consumer awareness, community participation can be in the form of in-person or online campaigns (for example through social media). When talking about the development of the fintech market, it means that it should be possible to identify that part of the target market and, according to the knowledge that is found, convert the audience of social networks into customers of your market. Fintech companies can advertise their products or services with an optimized website or a standard page according to the Instagram algorithm. The cost of such advertisements is much lower and the efficiency of advertisements is high. Therefore, producing valuable content helps clarify the topic in the audience's mind. For example, producing content that is according to the taste and interest of the young generation can have a great impact on the success of the company. If you can start producing content according to the type of audience that exists, you will get a lot of success and fame in business.

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 study investigates the impact of absorptive capacity on enhancing the performance of SMEs through new product development, marketing capabilities, and the adoption of digital marketing. The research problem addresses how absorptive capacity influences these factors to improve new product performance. A quantitative approach was employed, collecting data from 212 SMEs in three cities in East Java Province, Indonesia. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that critical factors influencing new product performance include the ability of SMEs to absorb external knowledge (indicator AC3, loading factor 0.852), new initiatives in product development (indicator NPD4, loading factor 0.886), and strong marketing strategies (indicator MC3, loading factor 0.878). Further analysis reveals that absorptive capacity positively and significantly affects new product development (ß=0.763; p-value<0.05) and marketing capabilities (ß=0.724; p-value<0.05) but has a negative and insignificant effect on digital marketing adoption (ß=–0.102; p-value>0.05). However, digital marketing adoption positively and significantly impacts new product performance (ß=0.628; p-value<0.05). These findings suggest that while absorptive capacity is crucial for new product development and marketing capabilities, it is insufficient to drive digital marketing adoption. The results highlight the important but not significant mediating role of digital marketing adoption. The practical implications provide guidance for SMEs to adjust their marketing strategies and new product development to improve performance, particularly during a crisis. [ABSTRACT FROM AUTHOR]

This review discusses the integration of intelligent technologies into customer interactions in organizations and highlights the benefits of using artificial intelligence systems based on a multimodal approach. Multimodal learning in marketing is explored, focusing on understanding trends and preferences by analyzing behavior patterns expressed in different modalities. The study suggests that research in multimodality is scarce but reveals that it is as a promising field for overcoming decision-making complexity and developing innovative marketing strategies. The article introduces a methodology for accurately representing multimodal elements and discusses the theoretical foundations and practical impact of multimodal learning. It also examines the use of embeddings, fusion techniques, and explores model performance evaluation. The review acknowledges the limitations of current multimodal approaches in marketing and encourages more guidelines for future research. Overall, this work emphasizes the importance of integrating intelligent technology in marketing to personalize customer experiences and improve decision-making processes. [ABSTRACT FROM AUTHOR]

Despite their large numbers, the vertical growth of micro, small, and medium enterprises (MSMEs) is not readily apparent, even though they have a substantial impact on Ethiopia's economy. Earlier studies have underscored enterprise-related factors as hindrances to the expansion of MSMEs. However, entrepreneurs are blamed for their limited practice of innovative marketing that the researchers wanted to verify whether marketing innovation can positively influence the growth of MSMEs in Ethiopia. Therefore, the major objective of the study was to examine the effect of competency and marketing innovation on the growth of MSMEs in the Ethiopian business environment taking marketing innovation as a mediating variable. To collect data, researchers used a stratified random sampling technique and obtained data from 288 owner–managers of micro, small, and medium enterprises. The results of the study revealed that competency has a significant direct effect on enterprise growth. However, the study also found that the effect of competency on innovation and the effect of innovation on enterprise growth were not statistically significant. These findings suggest that competency directly influences the growth of enterprises, while the impact of innovation on growth is not evident in the context of Ethiopian enterprises. The negligible impact of competency on marketing innovation, coupled with the minimal effect of marketing innovation itself, suggests that entrepreneurs may not be prioritizing the adoption of innovative marketing strategies, assuming they can sell their existing products. However, such an approach is typically short-sighted and could leave the business exposed to future vulnerabilities. This study adds to the body of knowledge by indicating that marketing innovation does not mediate between competency and the growth of MSMEs. Instead, it is the competency of entrepreneurs that has a direct and exclusive impact on growth. [ABSTRACT FROM AUTHOR]

Neuromarketing is an emerging research field that aims to understand consumers' decision-making processes when choosing which product to buy. This information is highly sought after by businesses looking to improve their marketing strategies by understanding what leaves a positive or negative impression on consumers. It has the potential to revolutionize the marketing industry by enabling companies to offer engaging experiences, create more effective advertisements, avoid the wrong marketing strategies, and ultimately save millions of dollars for businesses. Therefore, good documentation is necessary to capture the current research situation in this vital sector. In this article, we present a systematic review of EEG-based Neuromarketing. We aim to shed light on the research trends, technical scopes, and potential opportunities in this field. We reviewed recent publications from valid databases and divided the popular research topics in Neuromarketing into five clusters to present the current research trend in this field. We also discuss the brain regions that are activated when making purchase decisions and their relevance to Neuromarketing applications. The article provides appropriate illustrations of marketing stimuli that can elicit authentic impressions from consumers' minds, the techniques used to process and analyze recorded brain data, and the current strategies employed to interpret the data. Finally, we offer recommendations to upcoming researchers to help them investigate the possibilities in this area more efficiently in the future. [ABSTRACT FROM AUTHOR]

This study investigates clinic marketing, a technique utilized by healthcare service enterprises to advertise their products and services, establish marketing strategies, and enhance consumer contentment. It specifically concentrates on conducting an extensive analysis of the 7P marketing mix. Data from 19 clinic professionals was obtained through face-to-face interviews and analyzed via content analysis. The study comprises recommendations on enhancing service quality, setting competitive pricing strategies, leveraging location benefits, implementing effective promotional tactics, boosting employee performance, refining treatment methods, upgrading physical facilities, devising customer satisfaction approaches, increasing brand awareness, and improving online visibility. Such suggestions offer valuable insights to healthcare clinics competing in the market. The integration of variables such as product, price, promotion, place, people, process and physical facilities, into marketing operations is crucial. According to the research, key strategies included competition analysis, digital and social media leverage, conducted analysis focused on the target audience, relationship management, and preparation of a solid crisis communication plan. These tactics will enhance clinic marketing success and provide a competitive advantage. [ABSTRACT FROM AUTHOR]

The presence of the industrial era 4.0 gave birth to various technological developments that have an influence on the delivery and processing of data in all aspects of human life. Technology brings the presence of developments in the field of marketing. This development comes with digital marketing that shifts conventional marketing. Business owners try to do various ways to develop their business and increase profits, one of which is the use of digital content as a strategy in digital marketing. The purpose of this study is to analyze the use of digital content as a means to reach market segments that are not conventionally reached. The research method used is qualitative with description processing. The data collection technique is a literature study using various relevant sources. The data obtained was analyzed with three stages, namely data reduction, data presentation, and conclusion making. The results show that the use of digital content as a digital marketing strategy is effective in reaching market segments that are not reached conventionally through social media platforms, websites, and mobile applications. Analysis of content performance and user interactions enables optimization of digital marketing strategies, increasing brand awareness, expanding reach, and enhancing engagement with diverse market segments, emphasizing the importance of continuous development and utilization of analytics technology to understand consumer preferences and behaviors to strengthen competitive positions in dynamic markets. [ABSTRACT FROM AUTHOR]

This study explores the relationship between territorial marketing and branding and a country's regional competitiveness and aims to assess the impact of marketing strategies and policies of cities and territories on that regional competitiveness. Two hypotheses are examined. The first hypothesis suggests that improving a city's visibility on the Internet attracts tourists and foreign investors. The second hypothesis highlights the importance of high-quality information content on city websites to enhance competitiveness. The study conducts a comprehensive analysis of European countries to evaluate the impact of territorial marketing on competitiveness. This includes correlation analysis of competitiveness indices, analysis of Google Trends search queries to identify city name search trends, and content analysis of city websites to assess marketing quality. The findings reveal that cities with rich historical and cultural attractions are gaining popularity online, consequently increasing their competitiveness in both the tourism and investment sectors. [ABSTRACT FROM AUTHOR]

Political marketing is one of the fields of communication that is still relatively new compared to other fields of communication, in political marketing there have been many discussions about political campaign strategies but not many have discussed changes in strategies from time to time. The purpose of this study is to provide insight into changes in political marketing practices over time. The method used is a qualitative research method of literature review, from this research there are five transformations of political marketing practices, namely direct political marketing, mass media political marketing, digital political marketing, social media political marketing, political marketing using buzzers. The conclusion of this study is that there are five political marketing strategies that can be used but must consider the advantages and disadvantages. There are still limitations to this researcher because it is still discussed in general and in the future it can be continued to discuss more specifically in each strategic area of political distribution. [ABSTRACT FROM AUTHOR]

In this paper, we aim to develop a better understanding of the types of tensions that might arise within a market system and the types of strategies market actors adopt to form and sustain a marketing system. We explore how marketing systems can be sustained albeit the tensions amongst logics that underlie the social matrix framework posited by Layton. We set forth to answer the question: how can market actors navigate tensions amongst logics toward managing the specific elements within the social matrix of a marketing system? We use institutional theory to answer our research question and investigate the tensions that arise within an eco-village. We conceptualize ecovillage as a marketing system that involves a network of individuals working together toward creating a sustainable community. As a marketing system, ecovillages involve participatory processes and emerge in response to or anticipation of demand. [ABSTRACT FROM AUTHOR]

The existing body of literature indicates a growing interest in research pertaining to the influence of artificial intelligence (AI) on marketing strategies, processes, and practices. However, further studies are required to fully unravel its complete potential and the implications it holds for practical application. The aim of this special issue on "The Next 'Deep' Thing in X to Z Marketing: An Artificial Intelligence-Driven Approach" is to explore the next frontiers and delve into the various facets of AI-driven marketing, shedding light on cutting-edge research and practical insights that can shape the future of the field. It also focuses on novel ways of using AI techniques to derive innovative insights that can streamline marketing processes and make businesses more effective. The papers herein contribute not only to the advancement of knowledge and understanding surrounding the utilisation of AI in marketing but also play a crucial role in establishing a renewed and revitalised research agenda. [ABSTRACT FROM AUTHOR]

In the dynamic landscape of marketing, shifts in technology, business and behaviour occur that revolutionise how brands connect with consumers. One example is the concept of Reception Marketing. This paper examines the history of marketing strategies, exploring the consumer and marketplace contexts that catalysed the evolution from interruption-based methods to Permission Marketing, ultimately leading to the emergence of Reception Marketing. By examining the challenges with Interruption and Permission Marketing relative to reaching contemporary audiences, this paper highlights the need for a new approach that aligns with today's empowered consumer who bridges the information and artificial intelligence (AI) age. The paper introduces and defines Reception Marketing as a strategy that leverages consumer signals to build authentic and consistent connections between brands and consumers, where each is defined relative to their ability to resonate, build brand equity and therefore make consumers more likely to convert. The paper goes on to discuss the important principles of Reception Marketing and its role in shaping the future of marketing strategies, brand-consumer relationships and the state of the Internet at large. The paper also explores how owned asset optimisation (OAO), along with AI and other technologies, enable brands to implement Reception Marketing at scale. [ABSTRACT FROM AUTHOR]

The popularity of telecommute and telehealth care models as well as people's changes in consumption patterns accelerate the transformation and reform of healthcare industry. Under the catalysis of real needs and technologies, smart healthcare will become the mainstream in the future. Under the specific time and space background, solutions for medical technology innovation has to keep pace with times. Current marketing strategies do not simply rely on external publicity, but also stress on the promotion of service quality for customers actually experiencing good service attitudes. Aiming at customers of AI healthcare industry as the questionnaire analysis objects, total 300 copies of questionnaire are distributed, and 241 valid copies are retrieved, with the retrieval rate 80%. The research results show that external marketing is the most emphasized dimension in AI healthcare industry executing service marketing, and top five indicators, among 12, are ordered information system, customer oriented service process, internal training, media communication, and regulations for service personnel. Finally, conclusions and suggestions are proposed according to the results, expecting to deeply understand critical success factors in AI healthcare industry executing service marketing and provide valuable information for AI healthcare industry making management decisions in the execution of service marketing. [ABSTRACT FROM AUTHOR]

Copyright of Marketing Science & Inspirations is the property of Comenius University in Bratislava, Faculty of Management and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This research focuses on addressing the challenge of implementing personalized advertisements in the retail industry, where existing methods often face complexities that hinder their swift and large-scale adoption. The primary objective of this study was to develop a scalable and efficient social media advertisement personalization system by employing advanced personality classification techniques. The system utilizes the myPersonality dataset, grounded in the Big 5 OCEAN traits theory, to accurately classify user personalities. By integrating the XLNet model, optimized for personality classification, the system achieves a classification accuracy of 97.47 %, with precision, recall, and F1-Score values of 0.95, 0.94, and 0.94, respectively. The findings demonstrate that personalized advertisements, driven by accurately classified personality traits, significantly enhance user interaction rates, showing a 24 % improvement over generalized advertisements. This improvement in engagement suggests that the system can effectively personalize advertisements to resonate more deeply with users, fostering stronger connections between users and the advertised content. The proposed system's high accuracy and improved interaction rates make it a valuable addition to current marketing strategies, enhancing both engagement and conversion rates. This innovative approach has the potential to transform personalized advertising, making it more effective and widely adoptable within the marketing sector Keywords: personality classification, personalized advertisement, OCEAN traits, big five personality, autoregressive transformer, XLNet, user engagement [ABSTRACT FROM AUTHOR]

Understanding how the different components of mobile marketing influence consumer decisions can guide companies in developing more effective marketing strategies that lead to improved business outcomes. The complexity of consumer behavior and mobile marketing requires a rigorous and creative approach that combines theory with practice, analysis with synthesis, and data with interpretation. By gaining a deeper understanding of consumer behavior and the impact of mobile marketing, we can help shape a future in which technology and marketing are used in ways that benefit all stakeholders. We live in a technology-dominated era where mobile devices have become part of our everyday lives. In this digital cumulus, consumer behavior has undergone radical transformations, and understanding these changes is essential for any company that wants to remain competitive. Mobile marketing, in particular, has become an indispensable communication channel capable of reaching consumers in various, personalized and direct ways. Therefore, the study of the impact of these strategies on consumer behavior is not only relevant, but also necessary to successfully delve into the different situations and factors of the contemporary market. This research aims to develop and contribute to existing insights in the field by applying advanced analytical methods, such as SEM-PLS, to model and understand the complex relationships between mobile marketing and consumer behavior. [ABSTRACT FROM AUTHOR]

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. [ABSTRACT FROM AUTHOR]

Contemporary trade companies operate within a multifaceted and rapidly changing environment that is shaped by both exogenous and endogenous factors, where digital marketing technologies play a special role. The purpose of the article is to identify the connection between digital marketing technologies and retail business sales regarding their use in marketing budget effectiveness. The study utilized the method of econometric analysis (regression analysis, analysis of descriptive statistics) as well as the method of social network analysis. Regression analysis showed the importance of investment in advertising and customization of marketing campaigns due to the cuttingedge technologies. Factors such as advertising budget, the number of posts, likes, and comments on social networks have a significant impact on sales. Based on the model's findings, every extra dollar allocated towards advertising amplifies sales by 0.0497 units, indicating the importance of investment in advertising campaigns. The sales distribution is somewhat skewed with a mean of 909 and a median of 922. The analysis revealed significant variability in key variables, indicating the diversity of strategies and conditions in which different companies operate. Practical digital marketing solutions for retail businesses include increased investment in social media advertising, regular posts, and engagement through likes and comments. The promising area for further research is to explore the potential of artificial intelligence for personalizing retail business marketing. [ABSTRACT FROM AUTHOR]

Factory outlets are known for providing affordable designer clothing and clothing of a higher caliber. Quick corporate growth and fierce rivalry among competitors impact a company's capacity to remain viable. This study investigated the roles that product quality, pricing, and marketing play in maintaining the viability of the factory outlet industry. According to the study's findings, dimensions such as product quality, pricing, and promotions all impact a factory outlet's ability to remain viable in the long run. To enhance sales of factory outlet items, product quality, pricing, and sales promotion are the key determinants in capturing the hearts of customers. Every business must rapidly decide on its price to advertise a good product or service. Additionally, it encourages factory outlets in Yogyakarta to enhance their capacities and plans to ensure their long-term viability. [ABSTRACT FROM AUTHOR]

This study examines the complexities of neobank marketing in India, moving beyond traditional banking paradigms. Using a descriptive research methodology, primary data was collected from 200 respondents through a self-structured questionnaire and analyzed with SPSS. The findings reveal that all respondents were aware of neobanks, but continued to use traditional banking services like savings accounts, credit, loans, and fixed deposits. Hypothesis testing indicates that neobanks achieve higher customer engagement through digital channels compared to traditional banks. Despite this, neobanks face significant challenges related to perceived trustworthiness, especially concerning data security. This has led to a lower level of trust in their marketing communications. However, the study highlights the agility of neobanks in adapting their marketing strategies to regulatory changes and their consistent innovation to stay competitive. Neobanks are more flexible and responsive to changing regulations and market demands, which is a notable advantage. The research recommends that neobanks reassess their marketing strategies to bridge the identified performance gap. Enhancing trustworthiness and data security measures is crucial to align with current market expectations. By addressing these issues, neobanks can improve their competitiveness and better meet customer needs. [ABSTRACT FROM AUTHOR]

Social relations and the need for commerce gave rise to marketing. Throughout history it has had to adapt and change according to the innovations and needs of society. Companies use various marketing strategies to achieve their business objectives and meet the changing needs of consumers. The objective of this article is to determine the impact of marketing on companies to achieve adaptation and growth in a dynamic and competitive business environment. The mixed research paradigm is used, with a descriptive, observational methodology, which allows delving into the subject through an updated bibliographic review and studying cases of companies that have used marketing in an innovative way to achieve business success, through the logical historical method as a valuable tool to understand the evolution of marketing in Ecuador. As a result, data is obtained on the direct impact of marketing and emerging trends in digital marketing and the influence of social platforms on interaction with customers are also discussed. It highlights the strategies, opportunities and future challenges that organizations face in the pursuit of excellence in their marketing efforts. [ABSTRACT FROM AUTHOR]

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. [ABSTRACT FROM AUTHOR]

This paper delves into the concept of socially responsible marketing and its significance in fostering diversity, equity, and inclusion within organizational environments. It elucidates the connection between marketing and corporate social responsibility (CSR), showcasing methods of integrating social responsibility into marketing activities. Ethical principles inherent in socially responsible marketing are delineated, along with examples of CSR programs and projects within marketing initiatives. Furthermore, the paper explores the context and nature of diversity management policies and practices in organizations, highlighting the need for aligning marketing efforts with inclusive practices. It delves into the perception of various antecedents and consequences of diversity, equity, and inclusion at individual, group, and organizational levels, emphasizing the role of marketing in shaping perceptions and fostering inclusivity. Additionally, the paper addresses systemic, structural, organizational, institutional, cultural, and societal obstacles related to diversity, equity, and inclusion, underscoring the importance of socially responsible marketing in overcoming these challenges. It provides insights into how marketing initiatives can contribute to dismantling barriers and promoting diversity and inclusion within diverse organizational settings and workplaces. In conclusion, the paper underscores the pivotal role of socially responsible marketing in advancing diversity, equity, and inclusion agendas within organizational settings. It emphasizes the need for ethical and inclusive marketing practices and offers recommendations for incorporating social responsibility into marketing strategies to foster a more inclusive and equitable business environment. [ABSTRACT FROM AUTHOR]

Copyright of Brazilian Journal of Production Engineering / Revista Brasileira de Engenharia de Produção is the property of Brazilian Journal of Production Engineering and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Developing a Theory of Mind (ToM) in children aged 3-5 is a crucial milestone in their cognitive development. Referring to the ability to understand that other people have beliefs, desires, and intentions that may differ from one's own, this ability is critical for social interactions and communication, as it enables individuals to predict and interpret the behavior of others based on their mental states. For this reason, this paper aims to provide a comprehensive overview of the historical literature on the theory of mind, particularly in its correlation to brand symbolism in children aged 3-5 years and food-related development. Exploring the past literature, models, and examples of ToM, this paper offers important implications for marketers and parents alike, with help in designing more effective advertising campaigns that leverage brand symbolism to create positive associations with their products and brands to children, as well as recognizing the potential influence of brand symbolism on their children's attitudes and behavior towards certain products. Children with a more developed ToM tend to have a better understanding of brand symbolism and are more likely to make connections between a brand and its symbolic representation. In the context of food-related development, and with children's food preferences and choices shaped by various factors, researchers and practitioners can be shown a pathway to develop more effective strategies for promoting healthy food choices and addressing the obesity epidemic. In conclusion, the findings of this paper highlight the importance of considering children's ToM abilities when designing marketing strategies and the potential impact of brand symbolism on children's consumer behavior. Further research in this beneficial field that can explore these relationships in more detail should be focused on developing evidence-based interventions to promote healthy food choices and protect children from the potentially harmful effects of marketing messages. [ABSTRACT FROM AUTHOR]

Copyright of Religación: Revista de Ciencias Sociales y Humanidades is the property of Religacion: Revista de Ciencias Sociales y Humanidades and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The aim is to develop a marketing strategy for Regional Library Lyuben Karavelov - Ruse. The funds for the adequate development and survival of the researched library are generally insufficient. State and municipal institutions and structures, as key financial and other partners, do not have sustainable policies and a long-term vision for the development of the library. This necessitates diversifying its funding sources through a marketing strategy. Accordingly, markets are segmented, current and prospective target markets are determined, and approaches for positioning Regional Library Lyuben Karavelov - Ruse are outlined. Marketing tools "8P" (Product, Place, Promotion, Price, Processes, Physical Environment and Evidence, People, Productivity and Quality) and "4C" (Customer, Convenience, Communication, Cost) have been developed to ensure better positioning of the library and the implementation of the strategy. [ABSTRACT FROM AUTHOR]