The goal of this paper is to outline the effect of new technologies in marketing on competitive
advantage of the company. Sophisticated technology is drastically changing the society …

Research background: Because of the rapid improvements in advanced technological tools
and widely usage of the Internet among the world, most of SMEs in various countries have …

It is well known that innovation has a significant impact on business performance, and for
this reason, we are trying to find out what is the influence of a specific type of innovation, the …

The general objective of this study is to assess the determinants of adoption of Social Media
Marketing among SMEs in Tanzania. To achieve this main objective, four specific objectives …

The aim of this work is to identify the goals, tools, strategies, and metrics of Content
Marketing (CM) used by European consulting firms to create value for the customer. The …

The overall objective of this paper is to build upon previous empirical research into
integrated marketing communications (IMC) and to provide guidelines for future research. A …

Purpose The purpose of this paper is to explore the extent to which luxury brand retailers
use new technologies as a tool for corporate marketing communication …

Open innovations facilitate the process of group generation of ideas. An added value is the
opportunity to better understand the expectations and preferences of current and potential …

Digital marketing is at the forefront to ensure survival of digital commerce businesses. Small
and medium enterprises (SMEs) are continually encouraged to adopt digital commerce and …

Purpose–The purpose of the paper is to investigate an intentionally developed business
network (IDBN) for mobile marketing (m‐marketing). Design/methodology/approach–The …