Business Life

Globally, chatbots are now used by such companies as Bank of America, eBay, H&M, Pizza Hut, Samsung, Microsoft, Amazon, Subway, Zalando, while in Poland they include Alior Bank, Bank Millenium, ING Bank Śląski, Warta Insurance, Pizza Hut Polska, GPW, Tymbark, and many many others.  These days, the most common sort of chatbots available on the market are so-called rule-based chatbots, whose function is limited to running just in the area of  specifi c, closed databases. Therefore, although there are often dubious views about the potential among the individuals who engaged with chatbots, the questions they posed went beyond the understanding of a chatbot at a particular point. Companies and brands have to decide what limits to impose as their bots develop over time since bots are meant to be dynamic, capable of learning and changing (Daugherty, Wilson, 2018, p. 94). The dynamics  artificial intelligence (AI) development will clearly be associated with further developmen...

As companies have grown larger they have become separated both geographically and culturally from the markets and customers they serve. Disney, an American corporation, has operations in Europe, Asia and Australasia, as well as in the USA. Benetton, the French fashion brand has operations across fi ve continents. In retailing alone it operates over 7000 stores and concessions. Companies such as these generate a huge volume of data that  needs to be converted into information that can be used for both operational and analytical purposes. The data warehouse is a solution to that problem. Data warehouses are really no more than repositories of large amounts of operational, historical and other customer-related data. Data volume can reach terabyte levels, i.e. 2 40 bytes of data. A warehouse is a  repository for data imported from other databases. Attached to the front end of the warehouse is a set of analytical procedures for making sense out of the data. Retailers, home shopping...

Privacy and data protection are major concerns to legislators around the world. Customers are increasingly concerned about the amount of information commercial organizations have about them, and the uses to which that information is put. In fact, consumers are not aware of just how much information is available to companies. When you use the Internet, small programmes called cookies are downloaded onto your hard disk from the sites you visit. A  very small number of websites obtain permission from their site visitors prior to the download; most do not. There have been two major responses to the privacy concerns of customers. The fi rst is self-regulation by companies and associations. For example, a number of companies publish their privacy policies and make a commercial virtue out of their transparency. Professional bodies in fi elds such as direct marketing, advertising and market  research have adopted codes of practice that members must abide by. The second response has be...

Fourthly, the demand for input goods and services by companies is derived from end user demand. Household demand for bread creates organizational demand for fl our. Fifthly, organizational buying is conducted in a professional way. Unlike household buyers, procurement offi cers for companies are often professionals with formal training. Buying processes can be rigorously formal, particularly for mission-critical goods and services,   a decision-making unit composed of interested parties may be formed to defi ne requirements, search for suppliers, evaluate proposals and make a sourcing decision. Often, the value of a single organizational purchase is huge: buying an airplane, bridge or power station is a massive purchase few households will ever match. Finally, much B2B trading is  direct. In other words, there are no channel intermediaries and suppliers sell direct to customers. These differences mean that the CPM process is very different in the two contexts. In the B2B ...

As the use of the internet increases, so does the use of social media channels. These channels have become a part of everyday life and are changing the way of communication and information exchange. Today, more and more business-to-business (B2B) companies are adopting social media marketing (SMM) to communicate with their customers. Although small  and mediumsized enterprises (SMEs) have also started adopting SMM to increase their brand awareness, the existing literature is very limited on this subject. Therefore, the purpose of this thesis is to identify and describe challenges SMEs face adopting social media marketing in order to increase their brand awareness. In order to achieve the purpose of this thesis a qualitative research method was selected and four semi-structured interviews with marketing  directors and coordinators at three SMEs were conducted. The result of this thesis shows that SMEs face some common challenges like financial and human resources, lack of time ...

integrated approach enabled the company to make an impact before its target audience of year old males49 . Event Marketing in India: Challenges and Opportunities There is little literature dealing with event marketing in the Indian context. Though India has had a centuries old tradition of folk theatre in the form of Ramlila and Nautanki, commercialisation of events is a more recent phenomenon. Indian industry is far behind its Western counterparts in the use  of event marketing for attaining corporate objectives. In the West the ratio of below the line marketing to above the line is 60:40, but in India it is just the reverse. Although the scenario is changing fast, events are still primarily regarded as extra fanfare. They are not built into the strategic marketing plan of the companies, but used on an ad hoc basis. Events are usually long haul, but the horizons of marketing managers are getting shorter as they are under  pressure to deliver short-term results. Hence more emp...

role of international mega-companies as providers of education and maintenance of skills is significant. The internationalization of operations is also naturally related to digital change. The results of the present study are in line with previous research (e.g., Hökkä et al. 2019, Linnenbring-Garcia et al. 2016) that shows the importance of the emotional perspective both  in learning and at work. Students worry about their upto-date competence, and this results in a wide range of uncertainties. Often, they do not dare to admit that their knowledge is incomplete or that their skills are lacking. They want hands-on instructions, mainly to increase their self-confidence. Learning slows down if the student is left to work alone. In particular,  emotional reflection and support are needed to deal with challenging and problematic situations. In addition, sharing successes and positive experiences is important. This finding is in line with earlier research (Schlee and Harich 2010, p...

Therefore, marketing professionals need to have a thorough understanding of data analytics tools and techniques to analyse and interpret data effectively. In line with Kurtzke and Setkute (2021), our research also sheds light on the often opposing demands and requirements for marketing professionals: analyticity and the ability to interpret quantitative data is not enough, but also creativity and out-of-the-box-thinking and empathy are much needed in today’s  marketing. Hence, these opposing demands and requirements the core of customer understanding. Content marketing is an integral part of digital marketing, and creating engaging content that resonates with the target audience is crucial (Lou and Xie 2021). Teachers and marketing professionals need to understand how to develop effective content strategies and create content that engages the target audience. Teachers and marketing  professionals need to have a strong understanding of consumer behaviour and how to use this inf...

If marketing creates and satisfies demand, digital marketing drives the creation of demand using the power of the Internet, and satisfies this demand in new and innovative ways. The Internet is an interactive medium. It allows for the exchange of currency, but more than that, it allows for the exchange of value. A business on the Internet can gain value in the form of time, attention and advocacy from the consumer. For the user, value can be added in the  of entertainment, enlightenment and utility; content marketing is one powerful way to create value. The reciprocity of the transaction is what’s important here – in other words, the exchange is a two-way street that provides benefit to both parties simultaneously. The Internet has changed the world in which we sell. It is not a new marketing channel; instead, it creates a new paradigm for the way in which consumers connect with brands and with each other.  The complete scope of marketing is practised on the Internet – product...