Content marketing is today’s one of the most remarkable approaches in the context of marketing processes of companies. Value of this kind of marketing has improved in time, thanks to the latest developments regarding to computer and communication technologies. Nowadays, especially social media...

Content marketing is today’s one of the most remarkable approaches in the context of marketing processes of companies. Value of this kind of marketing has improved in time, thanks to the latest developments regarding to computer and communication technologies. Nowadays, especially social media...

To paraphrase an old bromide, "you are what you consume." Consumers derive their sense of self through products, brands, performances and a host of other meaning-laden materials that they consume. The marketing literature has long recognized possessions as an extension of the self-concept....

In arguably the most dynamic period in the history of marketing, and in particular the management of marketing communication, the challenges and opportunities presented by online marketing are both immense and unprecedented. In an effort to understand how these challenges are perceived at the...

In today’s digital world, it is impossible to achieve wide scale marketing goals without using modern methodology of integrated marketing communications management. Companies experience increasing influence of consumer-generated content and online reviews. Therefore, the need for specific...

Recent research in the field of online marketing, e-tourism and information and communication technologies used by the tourism industry reveals that the Internet presence of a tourist destination can influence the purchasing decision of the consumer of tourist services through a multitude of...

Recent research in the field of online marketing, e-tourism and information and communication technologies used by the tourism industry reveals that the Internet presence of a tourist destination can influence the purchasing decision of the consumer of tourist services through a multitude of...

The aim of this study was to explore the utility of strategic implementation theory as a guide for dealing with issues marketers face when implementing multichannel marketing. Although marketers attempt to harness the potential of emerging marketing channels, implementation is proving difficult....

The rapid development of ITC (Information Communication Technologies), digital marketing is very relevant to be applied in communicating its products effectively to the target communities. GoOntravel is an integrated tourism retail market that empowers people as the main actors in providing...