Business Life

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...

Nowadays companies are selling goods and services through wide variety of channels. Mass advertising is no longer as effective as it used to be. Marketers have to explore new ways of communication for example viral marketing or experiential entertainment. The whole business world is shifting its focus towards the customer. Customers are telling companies which products or services they want or need to buy. They are also deciding when, how, and where  they want to buy them. Moreover customers are sharing their thoughts about the product or service with other customers via social media. It is no longer just the company sending information about products or services to the world. In response to these shifts, companies have to adjust from managing product portfolios to managing so called customer portfolios. Companies are nowadays focusing on creating customer databases so they can better  understand and manage individual demands. It is no longer about mass offerings. It is about ...