scholarly journals Practical aspects of implementation of marketing technologies in the tourism enterprise: Experimental case of two tourism enterprises from France and Ukraine

2020 ◽  
Vol 11 ◽  
pp. 128-140
Author(s):  
Matthnai Ekouaghe
Keyword(s):  
Wide Spectrum ◽  
Digital Marketing ◽  
Business Strategies ◽  
Competitive Advantages ◽  
Online Branding ◽  
Marketing Activities ◽  
Tourism Enterprises ◽  
The Right ◽  
Financial Transactions ◽  
E Mail

The function of marketing has always been to connect companies with their audiences in the right place at the right time. Today, you have to meet consumers where they spend most of their time: on the internet, from your company's website to the various aspects of online branding (digital advertising, e-mail marketing, web brochures). , etc.), digital marketing covers a wide spectrum of tactics and content. For enterprises operating in a market economy such as tourism, the issue of effective marketing activities, which is a system of measures to meet consumer demand for relevant products and services, is highly relevant. A prerequisite for the development of the first direction is that in connection with the introduction of e-commerce and e-business in the practice of firms, corporations and banks, there have also been changes in the nature of commercial and financial transactions, relationships with partners and customers, the development and implementation of business strategies, the formation of competitive advantages. The pusrpose of the article  is to demonstrate the practical aspects of  implementation of marketing technologies in the tourism enterprise : experimental case of two tourism enterprises from france and ukraine

scholarly journals Social media in use

2021 ◽  
Vol 26 (1) ◽  
pp. 201-217
Author(s):  
Visar Rrustemi ◽  
Egzona Hasani ◽  
Gezim Jusufi ◽  
Dušan Mladenović
Keyword(s):  
Social Media ◽  
Information Technologies ◽  
Uses And Gratifications ◽  
Digital Marketing ◽  
Western Balkans ◽  
The World ◽  
Digital Environments ◽  
Marketing Activities ◽  
Traditional Marketing ◽  
The Right

Information technologies have caused radical changes in many areas, they have also changed marketing activities. Today, marketing activities are carried out in digital environments, facilitating the work of companies and helping consumers around the world. Consumers get the right information and data about products and services much easier and faster, as well as access different forms of entertainment. Therefore, it can be said that the place of traditional marketing today has been replaced by digital marketing. This paper tries to shed some light on how consumers of Western Balkans and specifically in Kosovo, use social media and how those shape their attitudes, based on the uses and gratifications approach. This is the first paper from this region, which analyzes social media, based on the previously mentioned approach. Since research in the region was prohibitive for us, we selected a sample of 200 consumers from Kosovo, active on social media. The findings of this paper serve managers in better attracting online customers through social media.

scholarly journals Effect of Cooperation with Universities on the Innovativeness of Tourism Enterprises

2021 ◽  
Vol 28 (1) ◽  
pp. 30-34
Author(s):  
Marcin Olszewski
Keyword(s):  
New Products ◽  
Dynamic Environment ◽  
Absorption Capacity ◽  
Minor Role ◽  
Competitive Advantages ◽  
Innovation Implementation ◽  
Sources Of Knowledge ◽  
Marketing Activities ◽  
Tourism Enterprises

Abstract Introduction. Tourism enterprises operating in a dynamic environment mitigate the erosion of competitive advantages by introducing new products, processes or marketing activities. Universities may serve as one of the essential sources of knowledge, enabling tourism enterprises to implement innovations. The article aims to identify the importance of cooperation with universities in driving innovation in tourism enterprises. Material and methods. To achieve the aim of the paper, an empirical study was carried out on a sample of 383 hotels and tour operators. Results. As a result, it was found that universities play a relatively minor role in innovation implementation and for inspiring innovative activity. However, the role of universities is highly diversified. For almost one-third of the entities, universities are important for innovative activities – they play a greater role in large entities, belonging to chains and operating longer on the market. It has also been identified that incremental and marketing innovations are most frequently created due to cooperation. Conclusions. Results indicate that for increased universities’ role in innovation, companies’ resources and absorption capacity are required. The article also suggests further directions of research on relations between universities and tourism enterprises.

Digital Marketing

2021 ◽  
pp. 172-202
Author(s):  
Mohammad Osman Gani ◽  
Anisur Rahman Faroque
Keyword(s):  
Social Media ◽  
Economic Development ◽  
Search Engine ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Digital Platforms ◽  
Search Engine Marketing ◽  
Marketing Activities ◽  
E Mail

The current innovation of marketing embraces digital platforms. Digital marketing has become the successor to the economic development of many countries. This chapter intends to depict how to harness the power of digital marketing strategies as a driver of marketing activities. This chapter will navigate and provide an overview on search engine optimization (SEO), search engine marketing (SEM), web analytics, social media marketing platforms (Facebook, Instagram, YouTube, WeChat, Line, Twitter, Snapchat, etc.), e-mail marketing, mobile marketing, and display advertising and discuss the consequences of different digital marketing platforms. This chapter will navigate and thrive on how the fast-growing world of marketing develops strategy and content for communication.

scholarly journals Buzz Marketing as a New Practice of Digital Advertising

2021 ◽  
Vol 2 (1) ◽  
pp. 102-110
Author(s):  
Rahmi Hikmah Nur Karimah ◽  
Fadillah Fadillah
Keyword(s):  
New Media ◽  
Marketing Strategy ◽  
Digital Marketing ◽  
Case Study Methodology ◽  
Digital Era ◽  
Long Time ◽  
Marketing Activities ◽  
Buzz Marketing ◽  
Personal Accounts ◽  
The Right

Word of Mouth Marketing (WOMM) has been used for a long time and is still called the most effective marketing strategy.When many traditional-manual concepts have been displaced due to changes to the digital era, the emergence of the internet has actually added to the effectiveness of this marketing strategy. By adopting the concept of WOM into digital marketing, a profession was born as well as being considered a new advertising medium called a buzzer that carries out buzz marketing activities (the term WOM in the world of digital marketing). Using case study methodology, this research discuss the effectiveness of buzzer as a new media for digital advertising, using the buzz marketing strategy that has been used by The Scarlett Whitening brand. Buzzers are different from influencers and key opinion leaders (KOL) because buzzers are generally ordinary personal accounts or spam accounts that have no personal branding and reputation to be at stake. The use of buzzers is considered the right choice to increase brand awareness.

scholarly journals Digital Marketing Opportunities and Paradoxes of Communications

2020 ◽  
Vol 4 (4) ◽  
pp. 6-13
Author(s):  
Petrо Pererva ◽  
◽  
Valerii Kobieliev ◽  
Iryna Dolyna ◽  
◽  
...  
Keyword(s):  
Cloud Services ◽  
Digital Marketing ◽  
Human Society ◽  
Digital Networks ◽  
Industrial Enterprises ◽  
Process Creation ◽  
Marketing Activities ◽  
The Subject ◽  
The Right ◽  
Share Information

he emergence of digital networks in human society, in marketing activities is a vital need of society to share information. Opportunities for digital marketing, digital technologies allow companies not only to meet the needs of their customers, but also to attract them to their business, while the customer receives income. The article highlights the main trends in the work of enterprises in the formation of customer experience: the consumer becomes an accomplice, co-creator of the business process; creation of cloud services opens new opportunities; the system of marketing communications allows to personalize offers to clients taking into account their interests and previous purchases. It is proved that digital transformations in marketing are characterized by some paradoxical manifestations. Among them: a large consumer base is not the basis for the right strategy; digital marketing does not reduce the time to buy; advertising not only promotes the product, but also harms it and tends to decorate the subject of advertising; anti-advertising can become advertising, etc. Keywords: digital transformations, marketing, advertising, paradox, trend, consumers, strategy, industrial enterprises

MARKETING TOOLS: EFFICIENCY OF USE IN THE PROCESS OF FUNCTIONING OF TOURIST ENTERPRISES

2017 ◽  
Author(s):  
Vіktorіya Svitlychna ◽  
Keyword(s):  
Negative Impact ◽  
Digital Marketing ◽  
Video Broadcasting ◽  
Tourism Marketing ◽  
Sustainable Operation ◽  
Tourism Product ◽  
Rapid Spread ◽  
Pull Marketing ◽  
Marketing Activities ◽  
Tourism Enterprises

Aspects of overcoming the crisis of tourist enterprises are studied. The factors of negative impact of the coronavirus pandemic on the tourism business are highlighted. Attention is focused on the study of marketing activities in the process of functioning of tourist enterprises in the difficult conditions of the pandemic. Emphasis is placed on the relevance of the use of digital marketing tools by tourism enterprises. The purpose of the work is to study digital marketing measures to ensure the full functioning of tourism enterprises on the basis of flexibility to change the internal and external environment. The author notes that tourism marketing is a process of organizing the activities of a tourism enterprise to develop, form and promote new types of tourism services by meeting the needs of tourists in order to provide the highest quality tourism product and profit for the tourism enterprise. The article substantiates that the stagnation of tourism enterprises exacerbates the issue of finding and implementing anti-crisis measures for the tourism business. In this direction a significant role belongs to the use of tourism marketing tools. The content of specific features of marketing in the field of tourism is revealed. Emphasis is placed on the fact that digitalization has directly affected the marketing activities of tourism enterprises. The author substantiates that this gave impetus to the rapid spread of digital marketing. The article offers a range of digital marketing tools for tourism enterprises. These are: the transition from website marketing to social networking; creation of high-quality, cognitive, interesting content; transition of marketing policy from push-marketing to pull-marketing; promoting the formation of the most positive personal feedback in electronic form; application of online video broadcasting technologies. The author emphasizes that in order to prevent destructive phenomena, the tourism business must be flexibly and dynamically transformed, ensuring its sustainable operation and increasing the potential for post-quarantine recovery.

scholarly journals OVERCOMING CRISIS PHENOMENA OF TOURISM ENTERPRISES THROUGH APPLICATION OF MODERN MARKETING TECHNOLOGIES

2021 ◽  
Vol 2 (162) ◽  
pp. 105-111
Author(s):  
V. Svitlychna
Keyword(s):  
Negative Impact ◽  
Tourism Industry ◽  
Digital Marketing ◽  
Marketing Environment ◽  
Tourism Marketing ◽  
Tourism Product ◽  
Pull Marketing ◽  
Marketing Activities ◽  
Tourism Enterprises ◽  
Priority Needs

The issues of finding new ways to overcome the crisis of tourism enterprises are studied. The factors of negative impact of the Covid pandemic on the tourism industry are revealed. Attention is focused on the study of marketing activities in the process of survival of tourism enterprises. Emphasis is placed on studying the peculiarities of the use of digital marketing tools by tourist enterprises. The aim of the work is to study digital marketing activities to ensure the sustainability and full functioning of the tourism sector on the basis of flexibility and adaptability to changes in internal and external environment. The article presents the thesis that the successful functioning of enterprises is based on the skillful use of market patterns, forecasting its priority needs and available resources, competent competition for the consumer. The author of the article states that marketing is a managerial creative activity aimed at increasing the volume of production (goods, works, services), their sales, based on a thorough study of consumer needs and which ensures the achievement of strategic goals of enterprise development. Acting as a lever to regulate the processes of production and sales, marketing constantly monitors existing markets and searches for new markets, new consumers, new products (goods, works, services), analyzes their requirements and requests, explores all alternatives and offers the most appropriate. The author emphasizes that tourism marketing is a process of organizing the activities of a tourism enterprise to develop, form and promote new types of tourism services by meeting the needs of tourists in order to provide the highest quality tourism product and profit for the tourism enterprise. The article substantiates that the stagnation of tourism enterprises exacerbates the issue of finding and implementing anti-crisis measures for the tourism business. In this direction, we believe that a significant role belongs to the use of tourism marketing tools. The content of specific features of marketing in the field of tourism is revealed. Emphasis is placed on the fact that digitalization has directly affected the marketing activities of tourism enterprises. The author substantiates that this gave impetus to the rapid spread of digital marketing. Qualitatively new conditions of the growing volumes of the digital marketing environment force marketers to solve difficult tasks on attraction of attention of new and new consumers. In such circumstances, we can safely say that the tools and technologies of digital marketing play a major role in influencing consumer behavior. In addition, modern marketing can no longer work effectively without the use of modern digital technologies. The article proposes a range of digital marketing tools for tourism enterprises. These are: the transition from website marketing to social networking; creation of high-quality, cognitive, interesting content; transition of marketing policy from push-marketing to pull-marketing; promoting the formation of the most positive personal feedback in electronic form; application of online video broadcasting technologies. The author emphasizes that the enterprises of the tourist sphere in the conditions of rapidly changing epidemiological circumstances are forced to radically restructure their activities taking into account significant changes in consumer requirements and the spread of digitalization of the world economy. In order to prevent destructive phenomena, the tourism business must be flexibly and dynamically transformed, ensuring its sustainable operation and increasing the potential for post-quarantine recovery.

Young consumer-brand relationship building potential using digital marketing

2016 ◽  
Vol 50 (11) ◽  
pp. 1993-2017 ◽  
Author(s):  
Nicolla Confos ◽  
Teresa Davis
Keyword(s):  
Digital Media ◽  
Relationship Building ◽  
Digital Marketing ◽  
Content Type ◽  
Marketing Environment ◽  
Online Branding ◽  
Brand Relationship ◽  
Branding Strategies ◽  
Young Consumers ◽  
Mobile Phone Applications

Purpose This paper aims to examine branding strategies directed at child consumers, used by six high fat, sugar and salt food brands across three different digital marketing platforms. It identifies brand relationship building potential in this digital context. Design/methodology/approach This study analyses the contents of branded mobile phone applications, branded websites (including advergames) and branded Facebook sites to understand the nature of young consumer–brand relationship strategies that marketers are developing in this digital media marketing environment. Findings The use of sophisticated integrated branding strategies in immersive online media creates the potential for marketers to build relationships between young consumers and brands at an interactive, direct and social level not seen in traditional media. Categories of relationships and brand tactics are identified as outcomes of this analysis and linked to brand relationship building potential. Research limitations/implications The results suggest that branded communication strategies that food companies use in the online environment are creating conditions that appeal to young consumers, fostering new ways to build brand relationships. As this is a dynamic medium in a fluid state of change, this exploratory study identifies and categorises the marketing strategy, but not the young consumers’ response to such branding strategies (a limitation). Originality/value This study details the potential for child–brand relationship building in the context of online branding environments. It identifies the potential for longer-term effects of embedded advertising directly to young consumers, within and across three digital media platforms.

scholarly journals Enabling Technologies for Improved Data Management: Hardware

2001 ◽  
Vol 9 (1) ◽  
pp. 11-25
Author(s):  
Kerstin van Dam-Kleese ◽  
Michael Hopewell
Keyword(s):  
Data Management ◽  
Scientific Community ◽  
Wide Spectrum ◽  
Work Force ◽  
Working Environment ◽  
Computational Techniques ◽  
Enabling Technologies ◽  
New Challenges ◽  
The Uk ◽  
The Right

The most valuable assets in every scientific community are the expert work force and the research results/data produced. The last decade has seen new experimental and computational techniques developing at an ever-faster pace, encouraging the production of ever-larger quantities of data in ever-shorter time spans. Concurrently the traditional scientific working environment has changed beyond recognition. Today scientists can use a wide spectrum of experimental, computational and analytical facilities, often widely distributed over the UK and Europe. In this environment new challenges are posed for the Management of Data every day, but are we ready to tackle them? Do we know exactly what the challenges are? Is the right technology available and is it applied where necessary? This part of enabling technologies investigates current hardware techniques and their functionalities and provides a comparison between various products.

FACTORS AFFECTING THE COMPETITIVE ADVANTAGES OF CITIMART

2014 ◽  
Vol 1 (4) ◽  
pp. 133-148
Author(s):  
Dr. Pham Hung Cuong ◽  
◽  
Nguyen Van Ngan ◽  
Keyword(s):  
Competitive Advantage ◽  
Market Economy ◽  
World Market ◽  
Marketing Strategies ◽  
High Rate ◽  
Business Strategies ◽  
Living Standard ◽  
Competitive Advantages ◽  
Factors Affecting ◽  
Fast Development

According to Porter (1985), in the market of competition, competitive advantage lies in the center of business activities of an enterprise. For this reason, one of the most important factors for any kind of business is to build or construct a good and stable competitive advantage. The wealth of a company cannot be durable if the company does not maintain its competitive advantage. Improving the competitive advantage is one of the first and foremost concerns of every business. In the process of integration, all economies have to try their best to fully compete with each other to gain the best. Among the economy sectors, the retail enterprises are of those who have to apply marketing strategies to strengthen their competitive advantage. With good and suitable marketing strategies, businesses can increase the number of their customer, have goods and products attractive to consumers and finally gain the expected profits. In Vietnam, the market economy started at the end of 1986, much later than the world market economy, so the application of competitive advantages from the macro level to micro level (here the enterprise level) has been slow. For the sector of retailing, especially supermarket retailing, the market scale of Vietnam is much smaller than that of other markets in the region. However, there are basic factors for a fast development in Vietnam such as: big population with the kind of young population, high rate of economic growth rate and non-stop improved living standard. That is the fact that the potential for retailing development in Vietnam is not small and supermarket business in the future is big. In Vietnam, especially in Ho Chi Minh market, there are quite a lot of supermarket chains which are in operation nowadays such as Co-op mart, Citimart, Maximart, B-smart, Shop&Go and so on? These supermarkets are trying their best to gain more customers. For this purpose, the researcher chose Citimart as a case study in this research. Citimart is one of most favorable supermarket in Ho Chi Minh. In this thesis, the researcher studies the factors affecting the competitive advantage of Citimart, and then find out the solutions for the policy makers to have good business strategies of Citimart.

Sign in / Sign up

Export Citation Format

Share Document