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Adapting the FCB model: Strategic insights for effective marketing communication in Czechia

Katerina Matusinska, Michal Stoklasa

Section: Marketing and Trade

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How important are behavioral analytics tools in the age of modern digital marketing?

Marian Olinski, Kacper Siecinski, Kuanchin Chen

Section: Marketing and Trade

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Crises precautions: Analysing changes in consumer behaviour – A Romanian food retailer’s perspective

Liana Stanca, Veronica Campian, Vasile Dinu, Dan-Cristian Dabija

Section: Marketing and Trade

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Case studies of subjective data dimensions in business intelligence based on literature

Klara Antlova, Martin Zelenka

Section: Information management

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Make ads skippable or not: The impact of ad type on brand recall, salience and conversion rate

Radka Bauerova, Veronika Koprivova

Section: Marketing and Trade

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How can co-institutional investors enhance the core competitiveness of enterprises? Evidence from China

Xinyong Lu, Meinong Xi

Section: Business Administration and Management

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The effect of digital intensity on the financial performance of enterprises in Central and Eastern European countries

Trang Lam Quynh Tran, Sandor Kovacs, Miklos Herdon

Section: Business Administration and Management

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